Video giant YouTube appears to be pulling out a few stops to ensure its top creators don't up and leave. And by stops, we mean money.
According to BusinessInsider, YouTube has allegedly been offering 'five and six figure payouts' to it's top tier partners, such as comedian Lilly Singh, to ensure that their best content remains on the platform.
"Contracts have yet to be delivered, but this is about guaranteed money for 'concurrent' posting," one Hollywood source told BusinessInsider. "It's a case-by-case basis."
This action looks to be a reponse to the recent launch of IGTV, Instagram's new long form video platform.
While IGTV is still in its infant stages, it'll soon provide creators with an alternative space to host content. When the platform has viable monetisation options in place, it's likely to become a serious YouTube competitor.
It's also no secret that a lot of creators are dissatisfied with YouTube's conduct this past year and may be waiting for the right time to jump ship.
A YouTube representive responded to BusinessInsider's report, stating: "we have no new initiative in place. 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.”