YouTube is reportedly offering its biggest creators millions of dollars to reject Netflix, while warning that those who accept deals with its streaming rival could lose major perks.
“Netflix has intensified its push into the creator space, securing videos and shows from established YouTubers as it attempts to attract younger viewers.”
YouTube is fighting back by offering “millions to keep their videos exclusive to YouTube for a set period.”
“The proposed payments could include YouTube directly financing shows or giving creators a share of revenue from major brand campaigns.”
No deals have been made yet, but YouTube is getting close for some partners
consequences of signing up for Netflix
“Creators who sign with Netflix could face consequences from YouTube”
They’ll be less likely to feature those creators in marketing campaigns or invite them to events
“They could also be excluded from receiving a share of revenue generated through certain brand partnerships.”
who does Netflix have and what are the requirements?
“Netflix has pursued agreements with dozens of major creators.
Alan Chikin Chow and Nick DiGiovanni have reportedly been paid to release videos across both platforms, while the streamer has also held talks with Hot Ones.”
“These deals allow creators to earn millions from content they are already producing while reaching Netflix’s more than 325 million subscribers.”
“However, Netflix reportedly requires videos to be submitted days before release and has asked creators to remove certain sponsorships.
YouTube’s arguments over this
YouTube argues that simultaneous releases hurt viewing figures and suggests creators no longer see the platform as their primary outlet.
The move marks a shift for YouTube CEO Neal Mohan, who previously responded to concerns about major creators leaving for Netflix and Amazon by arguing that outside projects often bring viewers back.
Netflix has also expanded into video podcasts after its CEO predicted that more podcasts would eventually arrive on the platform.
Meanwhile, YouTube has increasingly positioned itself as a television competitor, even introducing a season and episode layout resembling Netflix.”