YouTube is using a carrot-and-stick approach to keep top creators from cozying up to Netflix
YouTube is offering top creators millions to skip Netflix deals, according to a new Bloomberg report, as the platform tries to keep its biggest stars from jumping ship.
YouTube and Netflix have long been competing for the attention of top creators, but the two streaming platforms are now engaging in a more direct battle. Netflix has been wooing YouTube's biggest stars with generous offers, while YouTube is responding with even more lucrative deals of its own. According to Bloomberg, YouTube is offering millions of dollars to popular creators if they keep their videos exclusive to the platform for a set period.
The incentive comes in two forms: direct funding for certain shows and a share of major brand deals that YouTube lands. Creators are being warned that cross-posting to Netflix could hurt their YouTube viewership and signal that YouTube is no longer their primary platform. This puts YouTube in a tough spot, as it views Netflix as a threat to its talent pool, while Netflix sees YouTube as an opportunity to tap into a massive new audience.
With over 325 million subscribers, Netflix offers creators a significant boost in visibility and revenue, making it an appealing proposition. The two platforms are now engaged in a tug-of-war over the same pool of creators, with creators reaping the benefits of this high-stakes competition.
Written by urgent.news from Digital Trends's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
