YouTubers and other digital creators are striking deals with AI companies, selling unused video footage to help train AI algorithms. These exclusive videos, often earning creators thousands of dollars per agreement, are in high demand. Companies like OpenAI, Google (a subsidiary of Alphabet Inc.), and AI media firm Moonvalley are among those paying hundreds of creators for access to unpublished content. This footage, not available elsewhere online, is especially valuable for AI training due to its uniqueness, according to individuals familiar with the deals.

AI companies are currently offering between $1 (RM4.50) and $4 (RM18) per minute of video footage, with prices varying based on quality and format, according to sources. High-resolution videos, such as those shot in 4K, and unique formats like drone footage or 3D animations fetch higher rates. On average, most unused videos originally created for platforms like YouTube, Instagram, or TikTok are sold for $1 (RM4.50) to $2 (RM9) per minute. Last year, companies like OpenAI, Meta Platforms Inc., and Adobe Inc. introduced AI video generators capable of producing realistic videos from text prompts. However, these systems require extensive datasets for training—often millions of hours of video content.

"It's a competitive race, and all these companies need more video content," said Dan Levitt, senior vice president of creators at Wasserman, which represents social media personalities like YouTuber MatPat and fashion influencer Taylen Biggs. "There's a short-term opportunity in the next couple of years where licensing unused footage could be very profitable for creators willing to participate. But I don't think that window will stay open for long."

Many content creators produce hundreds of hours of video footage each year while making content for platforms like YouTube, Instagram, or TikTok. However, much of that material never gets published online, meaning it doesn't generate any revenue. By selling this unused footage to AI companies, creators can diversify their income streams beyond brand advertising deals. Moonvalley noted in a statement shared with Bloomberg that "the vast majority of our training data comes directly from content creators and filmmakers who are interested in licensing their unused video content." Representatives for Google and OpenAI declined to comment.

AI companies have come under fire for using text, videos, and photos from the internet without compensating the original creators. Last year, lawsuits were filed by news publishers, actors, and content creators against OpenAI, Meta, Nvidia Corp, and others, accusing them of using intellectual property without permission to build AI models and violating copyright laws.

"Anything you post publicly is essentially fair game, and we've seen companies scrape and incorporate it into their systems," said Dan Levitt, who has encouraged creators to sign licensing agreements. "This offers a way to participate in a more legal and structured process, giving creators at least some financial benefit."

Talent agencies representing digital creators have partnered with third-party licensing firms like Troveo AI and Calliope Networks to manage the rights to thousands of hours of creator-owned footage. These firms negotiate terms with creators, compile the footage, and license it in bulk to AI companies. Some AI companies also deal directly with creators.

"All the companies building video models are either working with us or are in our pipeline," said Marty Pesis, CEO and co-founder of Troveo, which has paid over $5 million (RM22.54 million) to creators.

Most agreements include safeguards to prevent AI companies from creating digital replicas of creators, recreating exact scenes from their content, or using footage in ways that could harm a creator's reputation, explained Andrew Graham, head of digital corporate advisory and partnerships at Creative Artists Agency (CAA). CAA, which represents creators like Amelia Dimoldenberg of the "Chicken Shop Date" series and YouTube Shorts star Alan Chikin Chow, ensures its clients are protected.

"Our top priorities as agents are ensuring our clients are fairly compensated, properly protected, and that their brands remain untarnished," Graham said. – Bloomberg