New Delhi: YouTube is reportedly offering large financial deals to selected creators if they release videos on its platform before putting them elsewhere.
The move comes as Netflix continues to sign creators who built their audiences on YouTube, turning online video stars into a new battleground for streaming companies.
According to Bloomberg, YouTube has discussed deals worth millions of dollars with popular channels. The Google-owned platform could fund some programmes directly or give creators a share of major brand partnerships. No final agreements had been announced at the time of the report, and the terms differ from creator to creator.
YouTube reportedly wants videos first
YouTube apparently wants selected creators to treat it as their main home for new videos.
Bloomberg reported that creators publishing the same content on YouTube and Netflix at the same time could receive less support from YouTube in other areas.
YouTube has reportedly told creators that releasing the same videos elsewhere “conveys the idea that channels are deprioritizing [YouTube] as their primary outlet.”
That could mean fewer appearances in YouTube marketing campaigns or missing out on revenue linked to some large advertising partnerships.
This is a noticeable change for a platform that has largely relied on its creator revenue-sharing system instead of directly funding individual channels. YouTube recently said its Partner Program has more than 3 million creators.
Netflix has been signing YouTube creators
Netflix has spent recent months pushing deeper into creator-led video. Bloomberg has previously reported on growing competition between the two companies over popular online creators.
Deals involving creators such as Alan Chikin Chow and Nick DiGiovanni have allowed content to appear across both services. Netflix has reportedly explored similar arrangements with other programmes and creators.
Some Netflix agreements come with extra conditions. Creators may need to submit finished videos before publication and remove certain brand sponsorships from Netflix versions.
The money involved can get very large. Netflix and Spotify reportedly reached a deal worth as much as $100 million with Jay Shetty for the video version of his podcast.
