YouTube has been on discussions with Hollywood and independent producers to fund premium content, unnamed sources "with knowledge of the talks" told Reuters. YouTube executives have begun making the rounds, talking to Hollywood producers to explore the kinds of support it could offer its content creators and produce more must-see programming, according to the report.

Youtube may offer between $1 million and $3 million to produce a series of programs, and might contribute marketing funds as well, the report added.

Youtube was also reportedly interested in videos shorter than the 30-minute, TV network-quality Web shows that Amazon.com and other online sites have recently funded.

YouTube is the world's most popular location for video streaming but it is trying to lure more marketers for premium video advertising.