YouTube is reportedly in discussions with a select group of creators about offering them multimillion-dollar payments in exchange for keeping their videos exclusive to the platform for a specific period of time.
According to two people familiar with the company’s efforts, the proposed deals would financially reward creators for avoiding licensing or distributing certain content to rival streaming services.
The move appears to be aimed directly at Netflix, which has been increasingly expanding into creator-led content by licensing videos and shows from popular online personalities. As creators build audiences large enough to compete with traditional entertainment, major streaming platforms are becoming more interested in bringing that content to their own subscribers.
By offering creators significant exclusivity payments, YouTube could make it more difficult for Netflix and other streaming platforms to secure some of the biggest names and most popular content originating on YouTube.
Bloomberg’s Lucas Shaw first reported that YouTube had begun approaching creators about the potential deals. The discussions highlight the growing competition between YouTube and traditional streaming platforms as the line between internet creators and mainstream entertainment continues to blur.