YouTube Offers Creators Millions to Stay Off Netflix, Talks Unclosed

Bloomberg reported on August 19 that YouTube is offering millions of dollars to popular channels if they upload exclusively to YouTube for a set period, to slow Netflix's pursuit of its biggest stars. That is a reported commercial talk, not a signed deal, not a published rate card, and not a change to Partner Program rules or to the first-frame public-view count YouTube set this week. Posthype read the Bloomberg account via The Japan Times's licensed reprint; the originating bloomberg.com page was not obtained.

Business Insider independently corroborated the outreach. Two people familiar with YouTube's efforts told BI talks were underway with a handful of creators, terms varied by person, and YouTube had set no deadline. A second person who had spoken directly with YouTube said that, in one unnamed case, YouTube made a verbal offer "in the millions" for a timed exclusive window. That conversation, the person said, had not reached details.

The payment forms in Bloomberg's account are direct financing of some programs, and a portion of major brand deals allotted to creators. Bloomberg also reported YouTube has not finalized deals with any creators but is close to an agreement with several partners.

The same Bloomberg account described a stick. Creators who sign with Netflix, YouTube has said according to those people, will be less likely to appear in YouTube marketing campaigns or at events if the same videos go to Netflix at the same time, and would be excluded from a share of some major brand campaigns. BI's source put a related warning differently: creators who did not take an exclusivity deal could lose marketing support and access to brand deals.

The names in this cycle are Netflix-side examples, not named recipients of a YouTube exclusive offer. BI introduced Ms. Rachel and Salish Matter as creators whose videos have generally appeared on both services. No outlet named a creator who received a YouTube exclusivity offer.

Unpublished: who was offered, how many, the exact dollars, the length of the exclusive window, whether a term sheet exists, and whether anyone has signed. No YouTube or Netflix on-the-record statement on the August 19 report appeared in the coverage reviewed for this file.