Big Checks for YouTube Stars, but What Do Small Creators Get?

YouTube is pushing to keep its biggest creators as Netflix and Disney offer deals worth millions of dollars to talent who built their audiences outside Hollywood. For independent creators, the fight raises a question: How much freedom will they keep when media companies want a say in their work? According to The Hollywood Reporter, YouTube is expanding its work on brand deals while warning some creators that moving their focus elsewhere could cost them support. Those warnings reportedly include possible exclusion from YouTube Select, an advertising program for leading channels. The competition centers on control. Streaming companies want access to audiences that creators spent years building. YouTube wants those creators to keep treating its platform as their main home, even when another company offers to fund a show. Disney confirmed its latest move on Oct. 15, announcing a partnership with Dude Perfect. The agreement brings select content to Disney+ and gives Disney access to part of the group’s existing video library. Dude Perfect will also produce content for its own channels tied to Disney properties and events. Netflix has already seen results from bringing YouTube talent ont...