YouTube will pay crores to creators if they don't work with Netflix

YouTube wants to keep creators from working with Netflix, and to do this, the platform is reportedly willing to shell out millions of dollars (or crores of rupees).YouTube may be ready to pay big money to creators if they don't work with Netflix. (Photo: Reuters)YouTube as a platform relies heavily on creators to retain viewers, with many having tens of millions of subscribers. The Google-owned platform seems to understand the importance of creators and wants to stop them from working with Netflix virtually at all costs. As per a new report, YouTube may be ready to pay millions of dollars (or crores of rupees) to keep creators away from Netflix.As per a report from Bloomberg, YouTube is in talks to offer select creators millions of dollars if they keep their videos exclusively on its platform for a set period. This move is said to be an effort from YouTube to counter Netflix's attempts to sign some of its biggest stars. If accurate, YouTube may make some creators richie rich overnight.India Today Tech has reached out to YouTube for a comment. The story will be updated as and when the platform responds.This report comes just days after YouTube announced plans to change how it counted views on videos. YouTube may have a carrot and a stick for creatorsThe report says that the proposed payments could come through direct funding for programmes and through a share of major brand deals. But if creators decide to work with Netflix, YouTube has warned that they may face consequences.If a creator decides to post videos on Netflix at the same time as YouTube, the report says, YouTube would be less likely to feature creators in campaigns and it could exclude them from sharing in proceeds from some major advertising campaigns. According to the people, YouTube has not finalised agreements with creators, but it is close to reaching deals with several partners. The deals also vary depending on the creator. It is not clear which creators have received such offers from YouTube yet.Netflix is pushing for creators to post videosTo give you some context regarding YouTube’s move, you should know that Netflix has been pursuing deals with dozens of prominent YouTubers. The streaming giant has paid creators such as Alan Chikin Chow and Nick DiGiovanni to post their videos on YouTube and Netflix at the same time, and it remains in active discussions with other creators, channels and programmes including the celebrity talk show Hot Ones.The deals have appealed to creators because they can earn millions of additional dollars for videos they are already making while also reaching new audiences through Netflix, which has more than 325 million subscribers.At the same time, some creators have chosen not to work with Netflix. According to reports, Netflix requires videos to be delivered days in advance, which does not fit the way many creators work, and it has also asked creators to remove certain brand sponsorships from their videos.YouTube, for its part, has told creators that cross-posting videos on YouTube and Netflix hurts viewership on YouTube and suggests their channels are no longer treating the platform as their main distribution outlet.You may think that YouTube and Netflix cater to widely different segments. While YouTube is known for user-generated content and creators, Netflix’s business is built around subscription streaming and higher-cost programming. However, the divide between the two has narrowed in recent years.YouTube has pushed harder on television viewing and now accounts for more watch time on TV devices than any other service, while also chasing television advertising and securing rights to major live events such as the Academy Awards and the National Football League in the US. Netflix, which has long used YouTube to promote its titles, has licensed popular shows including CoComelon and Ms. Rachel has identified YouTube stars as a way to attract younger viewers and increase time spent on its service.YouTube has debated how far it should go in response. YouTube CEO Neal Mohan has long said creators who make deals with rivals such as Instagram or Amazon Prime Video often drive audiences back to YouTube. YouTube still does not want to act as a studio for creators by funding projects. But in recent weeks, Mohan and his team concluded that the steady stream of creators posting on YouTube and Netflix at the same time had become a problem that needed a response. YouTube believes it is harder to convince advertisers of the value of a video on YouTube if the same content is also available on Netflix.This is not the first time YouTube has moved to counter a rival in this way. It previously offered money to creators who did not sign with Vessel, the start-up co-founded and formerly led by Jason Kilar that had tried to persuade social media creators to post first on its own app before YouTube. The company also competes against Instagram Reels with YouTube Shorts.- EndsPublished By: Armaan AgarwalPublished On: Aug 20, 2026 09:49 IST