YouTube eyes multi-million exclusive contracts to keep top creators on its platform

YouTube is reportedly in confidential negotiations with a small group of leading creators, proposing multi-million-dollar payments in exchange for exclusive hosting of their videos for a defined timeframe. One source said the offers are verbal and details vary by creator, while another noted that creators who decline may miss out on marketing assistance and brand-deal opportunities. Bloomberg’s Lucas Shaw first disclosed the outreach, and one outlet cited two insiders familiar with the talks.

The initiative appears aimed at countering Netflix’s expanding creator-content strategy, which this year added podcasts such as “The Bill Simmons Podcast” and “The Breakfast Club” and signed creators like Ms. Rachel and Salish Matter. YouTube has recently rolled out new monetisation tools but has traditionally avoided direct cash payments outside its ad-revenue split. Industry observers wonder whether the negotiations could spark a bidding war for top creator talent.