In a pre-emptive move aimed at YouTube users from migrating to other video websites, Google has taken initiatives that encourage production of high-quality content for the site.

At stake are millions of dollars that will go into creating content in a wide range of format and duration. It is also in the move to pair Hollywood producers with YouTube performers, according to the reports.

However, this is not the first time that the company is coming up with such an investment plan. Earlier, it had invested $100 million in a similar move to help performers in creating their own channels in YouTube.

In a blog post, Alex Carloss, head of YouTube original content wrote that it is the right time to make “another important investment” in the creators. Elaborating on the funding he added that the company has decided to fund new content from some of the top creators, helping them not only fulfil their creative ambitions but also deliver new material to their millions of fans on YouTube.

It is well known that there is a severe competition between bigwigs in the video space for quite some time, particularly Facebook. The big-time social media giant is reportedly luring some of the better known YouTube’s popular producers into choosing Facebook as against You Tube, and this it is believed could be one of the reasons why Google is moving fast ahead.