YouTube offers crores to creators to stop them from joining Netflix

YouTube is offering top creators crores of rupees to keep their videos exclusive on its platform for a fixed period, according to a Bloomberg report. The Google-owned platform is also warning that creators who work with Netflix may face consequences, including reduced placement in major advertising campaigns. Deals are not finalised but are close with several partners, and the proposed payments could come through direct programme funding or a share of brand deals.

Netflix has been actively pursuing YouTube creators, paying people like Alan Chikin Chow and Nick DiGiovanni to post on both platforms simultaneously, and remains in discussions with others including Hot Ones. Some creators have declined, pointing to Netflix's requirement that videos be delivered days in advance, which does not suit their style. YouTube has not confirmed which creators have received offers.