YouTube is offering creators millions of dollars, but there's one condition

YouTube is offering channels millions of dollars to exclusively post their videos on the platform first for a set period, according to a Bloomberg report. The money can be given directly to programs or as a percentage of large brand campaigns controlled by YouTube. However, there is a catch. Creators who sign with Netflix and upload videos to both platforms simultaneously may face penalties.

They could be pushed less in marketing campaigns, receive less stage time at YouTube events, and miss out on revenue from certain big brand deals. This development comes as Netflix has been quietly acquiring YouTube talent, offering creators additional funding and exposure to a service with over 325 million subscribers. However, Netflix's demand for creators to deliver videos in advance and remove brand sponsorships has raised concerns among some channels.

YouTube's stance on cross-posting is commercial, as they argue that simultaneous uploads can lower viewership and suggest that a channel no longer considers YouTube its primary platform. CEO Neal Mohan believes that creators working with rivals may still drive traffic to YouTube, and avoiding individual payments could irritate the many creators who don't receive funding.

Despite this, YouTube is taking action against the growing trend of simultaneous uploads, counting views from the first frame across all formats starting August 24, renaming the older metric as "Engaged views."