YouTube is said to be offering some of its top creators millions of dollars to keep their content off Netflix and other streaming platforms. Reports from Bloomberg and Business Insider say creators would need to agree to an exclusivity period, though the exact length is not known.
Those who sign on would receive direct funding for large-scale projects and a share of major brand deals. The move appears to be a response to Netflix targeting YouTube’s most popular creators.
YouTube’s Reported Creator Talks and Payment Structure
Alan Chikin Chow and Nick DiGiovanni are reportedly in advanced talks with YouTube. The company is also said to be reaching out to dozens of other creators, including Sean Evans, who hosts the celebrity interview show Hot Ones.
Insider sources say that while no agreements have been finalized, negotiations with several major YouTubers are well underway. The discussions are described as sensitive.
Creators who accept the exclusivity terms would be paid through direct funding for big-budget projects and a share of major brand deals. The required exclusivity period has not been specified.
YouTube’s Reported Exclusivity Push Against Netflix
Sources say YouTube plans to pressure creators to join by penalizing those who refuse. Influencers who turn down the offer and keep posting on both YouTube and Netflix could be left out of marketing campaigns and promotional events, which would limit their exposure to new viewers. The company also reportedly does not plan to share brand campaign revenue with creators who do not participate.
YouTube’s effort is seen as a response to Netflix’s push for top creators. The company has reportedly told creators that sharing the same videos on both platforms lowers YouTube’s viewership and weakens its position as a source of exclusive content.
Even without the added incentive, many major YouTubers have already rejected Netflix’s advances. Unlike YouTube, Netflix reportedly requires creators to submit videos several days before they are posted online, and asks creators to remove certain brand sponsorships from their videos, a demand that hurts their ability to maximize earnings.
What YouTube Has Not Confirmed About the Creator Deals
These reports are based on unnamed sources, not official statements from YouTube, and no agreements have been signed so far. The exclusivity period, payment details, and which creators will join remain unconfirmed.
YouTube has not commented on the program or on claims about penalties for creators who keep posting to Netflix, so it is unclear how the situation will develop.
