YouTube is reportedly offering major creators multi-million-dollar incentives to keep some content exclusive to the platform for set periods, as Netflix aggressively courts YouTube-native talent. The deals could include direct financing for creator shows and a share of major brand-partnership revenue.
YouTube is reportedly offering some of its biggest creators multi-million-dollar financial incentives to keep their content exclusive to the platform for set periods, in a bid to counter Netflix's growing push to sign away its top talent.
Two forms of payment on the table
According to Bloomberg, the payments under discussion would come in two forms. YouTube has held talks about directly financing specific creator programs, and has also offered creators a share of revenue from the platform's major brand-partnership deals. The arrangement does not appear to involve permanent exclusivity, but windows of time during which creators would agree not to publish the same content on rival platforms. No agreements have been finalised yet, though YouTube is said to be close to deals with several partners, declining to be identified because the negotiations are sensitive and ongoing.
A stick alongside the carrot
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