YouTube, faced with competition for video talent from Facebook and a start-up called Vessel, is apparently ready to shell out big bucks to retain its content creators.
Both the social network and Vessel, which is ex-Hulu CEO Jason Kilar's brainchild, among others, have been actively trying to poach YouTube stars, according to the Wall Street Journal.
The report noted that Google is looking to shore up its talent roster with bonuses to sign multi-year deals for exclusivity and offers to fund additional programming.
"YouTube has been in a fire drill" led by Robert Kyncl, global head of business, an anonymous source told the paper, adding that Vessel is of particular concern to the video giant. Kilar's company has raised $75 million in venture capital, with a planned launch by the end of the year. Apparently, he's planning on using that cash to compensate its content creators handsomely.
"I would like to remain on YouTube," said one YouTube content creator. "But some of the competing offers are incredibly attractive."
But, the parameters of "attractiveness" will ultimately include eyeballs. With more than a billion monthly visitors to its site, YouTube is the undisputed king of video advertising dollars and consumer traffic.