YouTube offers creators millions to not work with Netflix

YouTube is offering substantial sums of money to popular video creators to exclusively upload their content to the platform for a set period of time, according to sources familiar with the negotiations. The objective of this strategy is to deter Netflix from securing the biggest stars on the platform, as reported by multiple individuals with knowledge of the discussions.

YouTube has proposed two main options to incentivize the creators. Firstly, they have considered directly financing certain programs, and secondly, they have suggested allocating a portion of major brand deals to these creators. While YouTube has not yet sealed any agreements with individual creators, it is reportedly in close proximity to finalizing deals with several partners, according to the sources, who requested anonymity due to the sensitive and ongoing nature of the negotiations.

Creators who accept deals from Netflix may face certain repercussions, as YouTube has indicated. If a creator releases videos on Netflix simultaneously with their YouTube content, they are likely to receive less exposure in YouTube's marketing campaigns or events. Furthermore, YouTube would exclude these creators from earning a share of the proceeds from some significant brand campaigns.