YouTube will pay the people that make the platform possible, to continue making the site possible in announcement Thursday.

On Thursday Alex Carloss, Head of YouTube original content said that the company would be reinvesting in their own stars in an effort to boost their online video service.

The investment comes at a time when Google moves to compete with television alternatives such as Netflix.

It’s a move that has paid dividends for the company in the past, as well. In 2011, the company invested $100 million to help boost viewership on original content, and it did just that. The 86 channels that were produced during that time actually became the most-popular 1% on YouTube.

There has even been talk of connecting Hollywood producers with YouTube performers in an effort to create some stability and legitimacy in the move.

Interestingly enough, YouTube’s competition doesn’t even all come from Netflix, or even sites that would traditionally be thought of. Recently, Facebook has even been brought into the conversation, and sources close to the situation have indicated that the company has attempted to lure performers away from YouTube, in an effort to poach some of their top talents, and create a competing platform for themselves.

One report even indicated that when YouTube made their first effort in 2011 that they offered “single-digit millions” to the makers of a 10-part video series.

However, YouTube has seemed to have a focus shift on what kind of stars they’re looking for to fulfill their expanding needs. Not stars and less-singers. YouTube wants to focus on the uniquely exclusive acts to the site. Bethany Mota and Eric Rap are two names that have frequently appeared around this subject, and going forward they definitely will be a major part of the dollars and cents conversation.

YouTube though, still offers the best opportunity for those who are trying to “make it big” in media, without traveling through the traditional streams. YouTube has done a lot in the last several months to help keep their most important users happy.

YouTube introduced a Fan Funding concept, which allows those viewing to donate directly to their favorite developers. There, in addition to the revenue share with Google – are just a couple of the methods that the company is trying to do more to make the pot a little bit sweeter for them.

Going forward though, if this campaign is anything like the campaign in 2011 – the success will be huge, and the amount of new content will be massive.

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