Facebook Watch has gone live in the US as the new feature seeks to take advertising revenue from Alphabet (formerly known as Google) product, YouTube.

Facebook is looking to entice users and content creators with lucrative deals such as 55 percent of ad revenue to creators.

In the meantime, however, users can see hundreds of shows from the likes of Vox, Buzzfeed, Discovery Communications Inc, A&E Networks, Walt Disney Co’s ABC, on Watch as well as live sports like Major League Baseball.

To entice content creators, Facebook is also allowing submission requests for shows and are paying some content creators for shows to drive interest.

The company is paying $10,000-$35,000 for shorter form shows and up to $250,000 for longer shows, sources told Reuters in May.

However, content buying is not going to be a priority according to Dan Rose, vice president of partnerships at Facebook.

“We are not focused on acquiring exclusive rights,” he said. “The idea is to seed this with good content.”

The company is testing how ads will work in the shows, he added.