YouTube punches back at Netflix by offering top creators millions for exclusive deals
YouTube is reportedly offering top content creators millions of dollars in exchange for exclusive posting rights. This strategy is a direct response to Netflix's increasing efforts to license creator-led content for its own platform.
Why it matters
This marks a significant shift in the creator economy, as platforms move from ad-revenue sharing models to direct, high-stakes exclusivity contracts to retain talent.
YouTube CEO Neal Mohan. TAAF) YouTube is punching back at Netflix, offering creators millions to stay away from the streamer. YouTube recently began exclusivity talks with a select group of creators. It's YouTube's biggest move yet to defend itself as Netflix and others license creator content. YouTube is in talks to offer select creators millions in payments if they keep their videos exclusively on its platform for a set period, two people familiar with its efforts told Business Insider. The move is a direct shot at Netflix, which has been ramping up its licensing of creator videos for its platform. Bloomberg's Lucas Shaw broke the news on YouTube's outreach. One person familiar with YouTube's efforts told Business Insider that talks were underway with a handful of creators. They added that the deal specifics varied by creator and that YouTube hadn't set a deadline to complete them.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in