YouTube is reportedly offering some of its biggest creators millions of dollars to keep their videos on the platform instead of working with Netflix, as the two companies increasingly compete for creator-driven video content.
According to Bloomberg, YouTube is close to reaching agreements with several partners, although no deals have been finalized yet. The proposed arrangements could involve YouTube directly financing creator programs or giving creators a share of major brand deals.
The move comes as Netflix continues to expand beyond traditional movies and television shows by bringing more creator content to its streaming service. Netflix has reportedly been paying YouTube creators to publish their videos on Netflix at the same time they are released on YouTube.
Creators including Alan Chikin Chow, Nick DiGiovanni and Mythical Entertainment have been among those involved in Netflix’s push to bring popular YouTube-style content to its platform.
For YouTube, the growing interest from Netflix represents a potential threat to one of its biggest advantages: its relationship with the world’s largest online creator community. YouTube’s business has traditionally relied on sharing advertising revenue with creators rather than paying large upfront sums for exclusive content.
The reported offers would represent a notable shift in that approach. Instead of allowing creators to freely distribute their content across platforms, YouTube appears to be considering direct financial incentives to keep certain creators and their videos on its service.
Netflix’s strategy reflects the broader competition for viewers’ time as streaming companies increasingly look beyond traditional television and film. Creator videos, podcasts and other digital-first content can provide platforms with a steady supply of programming while attracting audiences that already follow established personalities online.
YouTube has also been making changes to its creator business. Earlier this month, the company announced changes to its YouTube Partner Program, saying it wants to continue rewarding active creators while maintaining its position as a major platform in the creator economy. YouTube says more than 3 million creators are currently part of the program.
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The reported negotiations with creators are still ongoing, and it is unclear how many channels will ultimately receive offers or what the final terms will look like. Bloomberg’s report indicates that YouTube has not yet finalized deals with creators.
