YouTube is offering millions of dollars to popular channels if they upload their videos to the site exclusively for a certain period of time, in an effort to halt Netflix’s pursuit of its biggest stars, according to people familiar with the conversations. The payment would come in a couple of different forms. YouTube has discussed directly financing some programs, and it has also offered to allot a portion of major brand deals to creators.
Though YouTube hasn’t finalized deals with any creators, it is close an agreement with several partners, said the people, who declined to be identified because the negotiations are sensitive and ongoing. Creators who do sign deals with Netflix face consequences, YouTube has said, according to the people. YouTube will be less likely to feature them in marketing campaigns or at events if they release videos on Netflix at the same time.
YouTube would also exclude those creators from collecting a share of proceeds from some major brand campaigns.
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