YouTube News

YouTube offered creators millions for exclusivity, insiders said

Netflix deals can limit YouTube clips and require advance delivery of finished videos.

YouTube has offered top creators millions of dollars to keep new videos exclusive to the platform, Bloomberg reported. The payouts follow more than a year of Netflix signing YouTube stars to streaming and podcast deals.

In some cases YouTube promised guaranteed portions of revenue from major brand deals it brokers across the site. In others it offered to finance productions directly, revisiting a model it largely abandoned after winding down YouTube Red originals.

The report said YouTube also pulled marketing support from creators who signed with Netflix, excluding them from campaigns and events and cutting them out of platform-wide brand-deal proceeds. YouTube told some creators that taking Netflix deals and cross-posting content "conveys the idea that channels are deprioritizing [YouTube] as their primary outlet."

Netflix has expanded from licensing existing libraries into producing new series with creators including Salish Matter and Alan Chikin Chow. Podcast agreements with Barstool Sports and The Ringer cap how many clips can appear on YouTube, and Netflix typically requires finished videos in advance while limiting sponsor integrations.

Jay Shetty's reported $100 million Netflix podcast deal includes similar clip limits on YouTube. Some creators have already turned down Netflix offers because of advance delivery requirements and sponsorship restrictions.