YouTube really wants its content creators and stars to invest in it. According to a report from Bloomberg, Google is offering stars cash ranging from sums as much as “tens of thousands to hundreds of thousands of dollars.”
YouTube has introduced new features over the past year including paid memberships for content and merchandising opportunities. Meanwhile, the firm’s tightrope walk with keeping content suitable for advertisers has not been overly popular with its userbase.
The firm wants its content creators to use its new features like Super Chat and paid memberships, and promote them as they produce content as part of the new contracts.
This new initiative has been speculated to be a method to keep YouTubers from fleeing to rival platforms like Twitch or Instagram video, and relying on Patreon to keep themselves flush with cash.
“We have no new initiative in place,” Google told Bloomberg. “We have always invested in our creators’ success and will continue to do so to ensure they have a great experience and can find continued growth and opportunity on YouTube.”