It is a classic platform bootstrapping model. It worked with new book publishers in the 1800s too. It worked for new video game consoles, etc ...
The content creator doesn't fully trust the new publisher/platform, so they need upfront monetary assurance beyond a normal advance/royalty type deal, in case the platform fails. Likewise the platform values exclusives from big names that will drive demand for the platform. So the platform gives up potential upside to secure the exclusivity rights and the content creators get a premium.
The content creator doesn't fully trust the new publisher/platform, so they need upfront monetary assurance beyond a normal advance/royalty type deal, in case the platform fails. Likewise the platform values exclusives from big names that will drive demand for the platform. So the platform gives up potential upside to secure the exclusivity rights and the content creators get a premium.