YouTube offers creators millions to keep content off Netflix

YouTube is offering select creators millions of dollars to prevent their videos from being posted on Netflix, as the platform attempts to compete with Netflix’s growing efforts to secure content from top online stars. The move comes as Netflix steps up its tactic of acquiring content from high-profile creators, including Rachel and Salish Matter.

The exclusivity talks mark a significant escalation in the rivalry between YouTube and Netflix for top creator talent. According to Business Insider, YouTube has started "exclusivity talks with a handful of creators," with the terms varying from one creator to another. One source said YouTube had approached a creator with a verbal offer "in the millions" in exchange for posting exclusively on YouTube for a specified period.

The discussions are ongoing, and there is no set deadline for completing the deals. This push by YouTube comes as Netflix has intensified its efforts to secure content from high-profile creators, who have generally posted their videos on both Netflix and YouTube. Netflix's creator push puts pressure on YouTube, as the streaming giant seeks to retain its top talent and grow its own creator-driven content.