YouTube is reportedly paying top creators millions to keep their content off Netflix

The reported moves highlight an escalating battle between YouTube and Netflix for top creator talent and exclusive content, particularly as video podcasts and digital-first entertainment grow.

As streaming companies and digital platforms increasingly compete for the same talent, the battle over exclusive creator content could become an important part of the next phase of the online entertainment industry.

YouTube is reportedly offering select creators multimillion-dollar incentives to keep their content exclusive to the platform, as it faces growing competition from Netflix for some of the biggest names in the online creator economy.