YouTube Offers Creators Millions to Keep Videos Off Netflix
YouTube is using direct payments and brand campaign access to keep top creators from taking Netflix deals, a sign the two platforms are now competing directly for the same talent.
Reporting from 1 source: GIGAZINE.
Bloomberg reports YouTube is offering popular channels compensation in the several million dollar range to publish videos exclusively on YouTube for a set period. The move counters Netflix signing deals with prominent YouTubers. Creators who post simultaneously on both platforms may face sanctions, including exclusion from marketing campaigns and revenue-sharing in major brand deals.
YouTube has not signed contracts with any creators yet, but sources say it is close to agreements with multiple partners. The compensation is planned in several forms, including direct funding for some programs and allocation of parts of contracts with major brands.
Creators who sign with Netflix and post content simultaneously on both platforms, or post on Netflix first, may face disadvantages. YouTube is less likely to feature those creators in marketing campaigns or events, and may exclude them from revenue-sharing in some major brand campaigns.
Netflix has signed contracts with dozens of prominent YouTubers such as Alan Chikin Chow and Nick DiGiovanni, and is reportedly negotiating with dozens more. Bloomberg notes Netflix requires content delivery several days before distribution and asks creators to remove certain brand sponsorships, conditions that do not fit the working style of many YouTube creators.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.