YouTube starting to play hardball to keep Netflix from poaching its posters
The Google-owned video platform is adopting the ol' carrot and stick, promising big cash payouts—and threatening marketing withdrawals—to keep its creators in line.
YouTube is intensifying its efforts to prevent Netflix from luring away its popular creators, according to recent reports. The streaming giant sees YouTube as its primary competition in capturing the limited attention of users, particularly younger audiences. Netflix's recent moves have been aimed at capturing a larger share of YouTube's market, particularly by enticing creators to offer their content on Netflix under a non-exclusive agreement and for a significant additional fee.
However, YouTube appears to be taking a firm stance against this. Sources suggest that YouTube is employing a carrot-and-stick approach to deter creators from leaving. The carrot comes in the form of substantial deals worth "millions" with high-profile creators, including direct funding or advertising partnerships. However, there are known sticklers in YouTube's approach as well.
According to Quartz, creators who post on both platforms may find themselves excluded from YouTube's marketing pushes, events, and brand partnerships, potentially resulting in significant financial losses. This strategy highlights the competitive landscape among major streaming platforms, where they are willing to employ both incentives and restrictions to secure their top talent.
Written by urgent.news from The A.V. Club's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
