YouTube is reportedly offering select creators millions of dollars to keep their videos exclusively on the platform as competition for digital content intensifies.
The move is aimed at preventing some of YouTube's biggest online stars from moving or licensing their content to rival streaming platforms, particularly Netflix, which has increasingly pursued content from prominent creators.
The reported offers highlight the growing value of top digital creators, whose audiences and video libraries have become increasingly attractive to traditional streaming platforms.
For YouTube, retaining major creators could help preserve viewer engagement and advertising revenue while strengthening its position against established streaming services.
The development also signals a broader shift in the entertainment industry, as streaming platforms compete directly with social media companies for creator-led content and audiences.
As competition grows, major creators could gain greater bargaining power as platforms seek exclusive access to their audiences and content.
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