New Delhi: Millions of dollars to keep content exclusive for a certain period of time. This is YoutTube’s offer to popular channels on the platform.
The latest move by YouTube is an attempt by the video sharing platform to halt Netflix’s pursuit of its biggest creators, reported Bloomberg.
The 20-year-old friendly competition between YouTube and Netflix now seems to be under strain, given the former’s strict upcoming decisions.
YouTube has even told its creators that if they sign deals with Netflix or release videos on the platform at the same time, they will face consequences. Such channels will less likely be part of marketing campaigns and won’t be featured at YouTube events. The report also said that YouTube would also keep these channels away from collecting a share of the revenue from major brand campaigns.
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YouTube’s plan of action
Netflix has approached famous YouTubers such as Alan Chikin Chow and Nick DiGiovanni to post their videos on Youtube and Netflix concurrently.
Reportedly, the streaming platform is in conversation with dozens of creators and channels, such as Hot Ones, a YouTube celebrity talk show.
Youtube has already warned the creators that cross posting on platforms hurts viewership on YouTube. It has also said that by doing so the channels are not prioritising YouTube as their primary distribution outlet.
The online video sharing platform will reward the creators in different ways — from direct financing to a big chunk of major brand deals. The negotiations are ongoing with channels, with YouTube close to reaching an agreement with several channels.
Some creators have already decided not to work with Netflix because the platform has conditions that they do not agree with.
YouTube’s move does not come as a surprise. Lately, the platform has responded to its competitors with new feature. For instance, it created YouTube Shorts to compete with TikTok, and Instagram reels.
For YouTube creators, a Netflix deal is a road to make additional millions of dollars for videos they are already making for their YouTube audience.
(Edited by Aamaan Alam Khan)