YouTube is offering its celebrities bonuses in exchange for multi-year exclusivity contracts, according to a new report, amid fears that some of its biggest stars will be lured away by competing video platforms.
The Wall Street Journal, citing unnamed sources, reports that YouTube has “been in a fire drill” in recent weeks to prevent its stars from defecting to competitors like Facebook and Vessel. YouTube stars say competing offers have been “incredibly attractive.”
More Must-Reads from TIME
- Inside Elon Musk’s War on Washington
- Introducing the 2025 Closers
- Colman Domingo Leads With Radical Love
- Why, Exactly, Is Alcohol So Bad for You?
- The Motivational Trick That Makes You Exercise Harder
- 11 New Books to Read in February
- How to Get Better at Doing Things Alone
- Column: Trump’s Trans Military Ban Betrays Our Troops
Contact us at letters@time.com