Going head to head with the might of Google's YouTube might not seem like the most sensible business decision, but based on reports that Yahoo has been actively pursuing some of the streaming service's most popular content creators, it looks as though that's precisely what they're up to.
For years now YouTube has managed to sit top of the online video tree, effortlessly fending off all-comers and increasing its market share with each passing month, but if a report from Recode is accurate, it looks as though Yahoo has been making moves behind the scenes to sabotage that success and drive its own unannounced service instead.
Allegedly, the initiative is being spearheaded by Yahoo CEO Marissa Mayer, and has seen her reaching out to many of the biggest and most popular content creators on YouTube in a bid to convince them to bring their videos elsewhere. This could well be aided by the controvery surrounding YouTube video complaints and take down reports, which can potentially cause major headaches for video creators on the service.
It'll be interesting to see how this one progresses, because a genuine alternative to YouTube is something that's been needed for quite a while now...