YouTube dangles million-dollar exclusivity deals to keep creators from Netflix

YouTube is reportedly offering selected creators millions of dollars to keep their content exclusive to its platform, a direct pushback against Netflix's growing presence in the creator economy. The move could open bigger earning opportunities for Nigerian creators as streaming platforms battle for top digital talent.

Reports by Business Insider and Bloomberg say YouTube has opened discussions with a handful of creators about exclusive deals. Terms are expected to vary depending on the creator, audience size and other factors.

Million-dollar offers still at verbal stage

One person familiar with the discussions said YouTube had approached a creator with an offer running into millions of dollars in exchange for keeping videos exclusively on YouTube for a specific period. The proposal was reportedly still at the verbal stage, with negotiations yet to reach detailed contractual terms.

YouTube's move comes as Netflix continues to expand in the creator economy. The streaming giant has increasingly licensed content from popular internet personalities to attract audiences beyond traditional television and film. According to Business Insider, major creators including Ms Rachel and Salish Matter have seen their content appear on Netflix while also remaining available on YouTube.

Netflix has also moved aggressively into video podcasts, an area where YouTube has long been dominant. The platform has signed deals with shows, with some agreements requiring video podcast episodes to be removed from YouTube.

What it means for Nigerian creators

For Nigerian creators, the development could be significant if competition expands beyond a small group of international stars. Nigeria has a fast-growing creator economy, with YouTubers producing entertainment, comedy, lifestyle, education, business, music and other content for audiences at home and abroad.

YouTube has traditionally relied heavily on advertising revenue-sharing rather than routinely handing out large direct payments. But the reported million-dollar offers suggest the platform may be prepared to spend more to protect its strongest talent. The company has also introduced tools and features to help creators increase earnings and build businesses around their content.

If YouTube continues offering lucrative exclusivity agreements while Netflix expands its creator-content strategy, other streaming platforms could join the race. That could give established creators greater bargaining power and push platforms to compete with bigger payments, marketing support, brand opportunities and other incentives.

For now, YouTube's reported negotiations appear limited to a select group. But if the strategy succeeds, competition could reshape how the world's biggest digital creators are paid and where their content appears.

New YouTube monetisation rules from 2027

YouTube has also announced it will significantly raise the bar for creators looking to earn through its Partner Programme, with new rules taking effect from February 1, 2027. Creators applying from that date will need at least 1,000 subscribers alongside either 8,000 qualified public watch hours within the previous 365 days or 20 million qualified Shorts views within the previous 90 days.

For Nigerian businesses and creators, the combination of exclusivity deals and stricter monetisation rules means the landscape is shifting. Top creators may increasingly command premium payments, while smaller creators will need to meet higher thresholds to earn directly from YouTube.