YouTube has been having some stiff competition lately. Between up-and-comers like Vessel and Hitbox, Amazon picking up Twitch for just under $1 billion and Vimeo locking in some content deals, YouTube has merely been able to ride out the storm. That's been the case for a while, with many YouTube stars leaving the site for greener pastures, in both viewers and money. Now, the video-streaming site is fighting back with Google's really big wallet.
In a move that should've happened a few months ago, Google is targeting its biggest and most popular content creators, in hopes that with enough cash, the talent will stay on the platform. Specifics of the deals differ from person to person, but in General, YouTube has been asking each channel to post exclusively to YouTube for a period of time before putting the video on other sites. Some top channels have even been offered cash incentives to create additional content for YouTube only.
Oddly enough, YouTube seems to be most concerned with Vessel, a video start-up that hasn't launched yet but is backed by former Hulu CEO Jasaon Kilar. Vessel has been one of the more active companies gunning for the giant's top tier talent. Vessel currently has $75 million in venture capital and should be finalizing its program lineup before the year it out.
One YouTuber who has requested to remain anonymous has said that, "I would like to remain on YouTube. But some of the competing offers are incredibly attractive."
CEO of YouTube, Susan Wojciki, recently spoke at a Recode event and openly admitted to incentives being offered to popular channels but declined to provide details. All of the conversation, however, was surrounded by the idea that YouTube would launch a paid subscription. With Vimeo already offering that and Vessel getting ready to launch, a YouTube spokesperson added to that point by saying that the company has been supporting its content creators from the beginning, and it has ""been increasing that support through a broad range of activities including marketing and content funding."
It's hard to say what will happen at this point, but with as much competition that's been circling the YouTube ship for a while, this was bound to happen sooner or later. If enough offers are thrown around and enough talent leaves, YouTube may lose its top spot as the go-to place for video in the very near future.