YouTube is reportedly discussing multimillion-dollar incentives with some of its biggest creators as competition with Netflix for creator-led entertainment increases.
The reported deals could encourage select creators to keep certain premium shows exclusive to YouTube.
Meanwhile, Netflix has been expanding its creator-driven programming and working with popular internet personalities who already bring established audiences.
YouTube is also investing in more professionally produced Creator Shows, including competition series, investigative programs, and talk-show formats.
The reported negotiations are still at an early stage, and individual terms could vary.
As YouTube and Netflix compete for the same talent, creators could become an increasingly important part of the streaming industry.
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