YouTube is reportedly offering multi-million-dollar deals to some of its biggest creators to keep their shows exclusive to the platform for set periods, as competition with Netflix intensifies.
According to Bloomberg, the proposed arrangements could include direct funding for shows, upfront payments and a share of brand deals negotiated by YouTube. Several agreements are reportedly close, although none have been signed.
The move would take YouTube beyond its traditional advertising revenue-sharing model, putting the platform in a position to directly finance and support selected creators and productions.
The reported deals would also come with conditions. Creators who accept Netflix deals alongside YouTube funding could potentially lose access to some of YouTube’s promotional opportunities, major events and platform-wide brand campaigns.
Netflix has taken a different approach, licensing content from major YouTube creators without requiring them to leave the platform. Its deals have reportedly involved creators including Ms Rachel, Mark Rober, the Stokes Twins, the Sidemen, Rhett & Link, Jordan Matter and Nick DiGiovanni.
The strategy allows creators to continue earning from their YouTube channels, sponsorships and merchandise while giving Netflix access to established audiences. Netflix has also expanded into podcasts, including a reported US$100 million arrangement involving Jay Shetty through Spotify.
The approach appears to be delivering results. Netflix’s mid-year What We Watched report said Ms Rachel’s videos generated 126 million views on the service during a single reporting period, despite remaining available on YouTube.
For YouTube, the bigger concern is keeping audiences on its platform rather than revenue. The company generated more than US$60 billion in 2025 and says it paid over US$100 billion to creators over the past four years. But as more popular creator content appears on competing platforms, YouTube could face a growing challenge in remaining the main destination for creator-led entertainment.
The reported funding push reflects a broader shift in the creator economy, as major platforms increasingly compete not only for audiences but also for the exclusive rights and loyalty of the creators who attract them.
Neither YouTube nor Netflix has publicly confirmed the reported terms. The key question now is whether major creators will view a period of exclusivity as valuable enough to give up the opportunity to license their content to multiple platforms.
