GoKawiilWhat we know so far: With the streaming turf war heating up, YouTube is flexing its financial muscle to keep its content off rival platforms. The Google-owned company is reportedly offering some of its biggest and most popular creators millions of dollars to post exclusive content that won't be uploaded to Netflix or other streaming platforms.
To be eligible for the additional payment, creators will have to agree to keep their content exclusive to YouTube "for a certain period of time," although the proposed exclusivity period is currently unclear. YouTubers who agree to the exclusivity clause will reportedly be paid through two channels - direct financing of big-budget programs and a percentage of major brand deals.
Unnamed insider sources quoted by Bloomberg and Business Insider claim that no deals have been signed yet, but negotiations with some of the biggest YouTubers are in advanced stages. They described the discussions as "sensitive" and claimed that YouTube is planning to coerce creators into signing up with the program by punishing those who refuse to accept the offer.
According to the sources, influencers who reject the offer and continue to upload content simultaneously on YouTube and Netflix will be excluded from marketing campaigns and promotional events, reducing their visibility among potential subscribers. The company is also reportedly unwilling to share any proceeds from brand campaigns with them unless they get with the program.
Two of the most prominent creators believed to be in advanced stages of negotiations with YouTube are Alan Chikin Chow and Nick DiGiovanni. YouTube is also reportedly trying to rope in "dozens" of other creators, including Sean Evans - the man behind the iconic celebrity chat show, Hot Ones.
YouTube's move is believed to be in retaliation against Netflix's increasingly aggressive pursuit of its biggest stars. The company has reportedly said as much to creators, noting that posting the same videos on the two platforms reduces YouTube's viewership and hurts its status as a source of exclusive content from popular influencers.
It is worth noting that even without the added incentive, many major YouTubers have already rejected Netflix's advances, primarily because, unlike YouTube, Netflix requires creators to submit videos several days before they're posted online. It also reportedly asks creators to remove certain brand sponsorships from their videos - a demand that hurts their ability to maximize their earnings.