YouTube courts creators with multimillion-dollar deals to take on Netflix

YouTube has moved to offer millions of dollars to selected top creators in exchange for exclusivity on its platform, intensifying competition with Netflix for creator-driven content. According to Peoples Gazette, citing a Bloomberg report, YouTube asked creators to upload videos exclusively to their channels for an unspecified period, with incentives including funding content and sharing brand deal revenue.

The deals remain unfinalised, though YouTube and some creators are reportedly close to agreements. The move follows Netflix’s push to license creator content, including podcasts previously on YouTube, as both platforms battle for dominance in creator-driven audiences.