YouTube is offering popular creators millions of dollars to keep their videos exclusive to the platform for a set period, according to people familiar with the talks.
The move aims to water down Netflix’s aggressive push to license content from top YouTube stars.
Payments could take two forms: direct financing of certain programs or a share of major brand deals brokered by YouTube.
Sources say the company is close to agreements with several partners, though no deals have been finalized. Talks began in recent weeks and terms vary by creator.
READ ALSO: Bella Calls out Ex-Lover Sheggz, Accuses him of Domestic Violence, Emotional Abuse
Creators who post the same videos on Netflix at the same time as YouTube face consequences. YouTube has indicated it will be less likely to feature them in marketing campaigns or events and may exclude them from revenue shares on some large brand campaigns. The platform views simultaneous releases as a signal that creators are deprioritizing YouTube.
Netflix has signed deals with creators including Alan Chikin Chow, Nick DiGiovanni, and others, allowing day-and-date releases on both platforms and giving them access to more than 325 million subscribers. Some creators have declined Netflix offers, citing production requirements or brand restrictions.