Dive Brief: 

• Vessel—a video startup founded by ex-Hulu executives—is showing promise as a real YouTube rival by signing on major brands. 
• The site has signed on Chevy, Corona Extra, Land Rover, Jaguar, several Unilever brands as advertisers. 
• Video creators get a better share of the ad revenue on Vessell compared to YouTube—a 70% cut versus a 45% cut with YouTube. 

Dive Insight: 

Having major brands sign up for Vessel is a positive sign for the video site, but the ultimate test will be if users are willing to pay a subscription. Users can access the site for free, but will still be subjected to ads —making it too similar to YouTube to really have a pull. The real test will be to find exclusive content that is enough of a draw. The company seems to be trying to find a fine line between YouTube and Netflix, but only time will tell if audiences need something in that in-between market.