YouTube is in contact with a small number of head creators, who are expected to post videos only on the platform for some time. After Netflix's continuous introduction of the creator's content, this shows that the competition for quality content between streaming media and video platforms is rising.
It's worth millions of dollars.
According to the sources quoted by Business Insider, the negotiations have begun over the past few weeks and the terms of cooperation will vary from creator to creator. At least one oral offer amounted to millions of dollars, corresponding to a phased exclusive distribution arrangement.
Reports indicate that the parties have not yet entered into full-fledged negotiations. YouTube used to rely mainly on advertising to support creators, and it was not common to provide such additional cash incentives directly.
Unsigned exclusive or lost partial support
According to the source, YouTube also mentioned in its contacts that creators who do not accept exclusive cooperation may not receive part of the marketing resources and may lose support for brand cooperation.
This means that the competition for the platform has moved beyond the distribution of traffic and advertising revenues, and that the in-house support and business resources available to creators have also begun to become part of the negotiations.
Netflix plus creators and podcasts
Netflix has recently continued to expand the content library of creators by introducing videos of head creators like Ms. Rachel and Salish Matter. This type of content usually appeared in Netflix and YouTube at the same time.
This year, Netflix also speeded up the layout of video podcasts and worked with programmes such as The Bill Simmons Podcast, The Breakfast Club. It was reported that, in part, Netflix had requested the relevant video podcasts from YouTube.