YouTube Rolls Out New Tools Amid Netflix Talent Poaching
YouTube is taking steps to prevent top digital creators from defecting to Netflix by rolling out new tools and features.
The video platform, owned by Alphabet Inc. (GOOGL), has been warning creators that multi-platform deals with Netflix could jeopardize lucrative brand partnerships and promotional visibility at key advertiser events like Brandcast.
YouTube is vying to protect its dominant position in digital video as subscription giant Netflix attempts to entice top digital talent away with large upfront licensing deals. The platform has expanded its recruitment efforts to include major video podcasts and adult entertainment shows, as well as popular children's programs.
Unlike Netflix, which offers substantial upfront checks, YouTube operates on an ad-revenue-sharing model, providing creators with about 55% of the revenue generated by their content.