YouTube Offers Creators Millions to Keep Away From Netflix

YouTube Offers Creators Millions to Keep Content Away From Netflix

YouTube is reportedly escalating its battle with Netflix by offering some of its biggest creators multimillion-dollar financial incentives to keep their content exclusive to the platform.

According to Bloomberg, YouTube is discussing deals that would pay popular channels to upload videos exclusively to YouTube for a specified period. The move comes as Netflix continues expanding its efforts to recruit established digital creators and bring their audiences to the streaming service.

The reported strategy represents a significant shift for YouTube, which has traditionally relied on its advertising revenue-sharing model rather than paying creators large upfront sums. The new arrangements could include direct production funding and support connected to major advertising campaigns.

Netflix has increasingly pursued creators and creator-driven programming, putting pressure on YouTube to protect the talent responsible for attracting millions of viewers to its platform.

The competition could ultimately create a bidding war for the internet’s biggest personalities, giving top creators greater leverage as YouTube, Netflix and other streaming companies compete for their audiences.

YouTube Offers Creators Millions to Keep Content Away From Netflix was originally published on rnbphilly.com