Promoting and investing in self-produced content would help Youku Tudou to get content exclusivity without paying costly licensing fees. And it would help create some brand loyalty: If you’re a content creator with funding from Youku, it’s bad form to post your videos on a competing platform. And on the off-chance that Youku funds the Michelle Phan of China, it can earn a cut of the take. – Josh Horwitz, Quartz

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