YouTube Offers Creators Millions for Exclusive Deals as Netflix Expands Video Licensing
Updated
Updated · Business Insider · Aug 20
YouTube Offers Creators Millions for Exclusive Deals as Netflix Expands Video Licensing
3 articles · Updated · Business Insider · Aug 20
Summary
YouTube has begun talks with a handful of creators on exclusivity agreements, with at least one verbal offer worth millions to keep videos on the platform for a set period.
The outreach started in recent weeks and marks a rare move beyond YouTube's usual ad-revenue split, showing it is willing to pay directly as Netflix courts creator content.
One person familiar with the talks said creators who decline exclusivity could miss out on marketing support and access to brand deals, adding pressure beyond the cash offers.
Netflix has been licensing creator videos from names such as Ms. Rachel and Salish Matter, while also requiring some video podcasts it signs this year to come off YouTube.
The talks signal a sharper fight over top creator talent as streamers chase YouTube's growing share of U.S. TV watch time and creator-driven audiences.