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YouTube dangles exclusivity money to keep creators from Netflix

YouTube is offering top creators millions for exclusive uploads, funding programming or cutting them into brand deals, as Netflix courts the same talent. Defectors risk losing YouTube marketing support and brand-deal revenue share.

Why it matters. Creators must now weigh guaranteed platform payouts against cross-platform reach, and brands must decide which platform to follow a creator onto.

Signal from emarketer.com · read the original.

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