YouTube is investing in top talent to create new video content for the Google-owned site, seeking to compete more effectively with Netflix and other streaming services, reports Bloomberg.

The plan was disclosed in a blog post by Alex Carloss, head of YouTube Originals, who wrote, “Now, we feel the time is right to make another important investment in our creators.”

Carloss added, “That’s why we’ve decided to fund new content from some of our top creators, helping them not only fulfill their creative ambitions but also deliver new material to their millions of fans on YouTube.” The plan, he wrote, is to create “some fantastic new content on YouTube.”

The post didn’t cite any specifics about the amount of the investment, or provide other details.