YouTube has been the leader in social video for almost a decade now, but Vessel wants to make its own platform unique and inviting, by hiring "viral" YouTube stars.

For $2.99 per month, Vessel offers a sneak preview of all content from a channel three days early. Content producers like Lifetime, UFC, Ingrid Nielsen and Shane Dawson are all partnered with Vessel.

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YouTube is worried Vessels 70 percent ad revenue and 60 percent subscription revenue deals will take talent away from the video service, as YouTube currently only offers a 45 percent cut of all advertising revenue.

In order to keep some of its highlight acts, YouTube has reportedly been offering better contracts to some YouTubers. These YouTubers may include PewDiePie, Jennamarbles and potentially all of Maker Studios, the label for Yogscast, TotalBiscuit and other gaming channels.

YouTube is still miles ahead of Vessel - which was co-founded by Hulu's CEO and chief technical officer - when it comes to user-base, content creators and advertising contracts, but Vessel looks like a strong upstart.

Its success will come down to how much people want to see their favorite channel content early, and perhaps any exclusive content only on Vessel. It is not clear how much people actually care about delayed content, especially since some YouTubers work on a relaxed schedule.

What does seem a bit odd is locking content away as a business model, technically Vessel is not producing its own content (for the most part), it is just locking away YouTubers and regular viewer content for a few days and forcing it behind a pay wall.

It does bring the question, should YouTube launch a no-ad or early content viewing model for YouTubers, allowing them to make more subscription money from people who may not like advertising.

TagsYouTube, Vessel, video service, Youtubers, viral videos