YouTube has announced that it will begin sharing a larger percentage of its advertising revenue with its most popular creators in an effort to catch up to TikTok in the short-video industry.
At YouTube’s annual creator event, “Made on YouTube,” chief product officer Neal Mohan said that beginning in 2023, the company will pay a share of the revenue from Shorts, allocated according to the videos that garner the most views.
According to Mohan, this is the first time that scaled genuine income sharing is being offered for short-form content.
According to YouTube, it will assemble all of the Shorts’ ad earnings each month. YouTube will pay creators 45% of the secret percentage of the total that is assigned to them.
In the past, popular YouTube creators have been able to monetize their content by including advertisements within their videos and earning a cut of the profits.
So, in 2007, Google introduced the YouTube Partner Program (YPP).
According to a blog post on YouTube on Tuesday, “Shorts-focused producers can apply to YPP by attaining a requirement of 1,000 subscribers and 10M Shorts views over 90 days” (beginning in early 2023).
According to a blog post by YouTube, “Shorts-focused producers can apply to YPP starting in early 2023 by attaining a criterion of 1,000 subscribers and 10M Shorts views over 90 days.”
After establishing the Shorts Fund, Mohan stated, “Creator funds can’t keep up with the enormous growth we’re seeing in the short-form video.”
Ads that play prior to or during regular YouTube video makers’ productions bring about 55% of their income. Ads in Shorts don’t appear next to any particular videos; instead, they appear between videos and in feeds for Shorts.
According to Mohan, Shorts has 1.5 billion monthly logged-in visitors and 30 billion daily views, both of which are unchanged from the figures the firm disclosed in April.
A $100 million Shorts Fund was introduced last year, but until recently, that was the only option to profit from shorts.
Since YouTube is being vague about the financial rewards for those that make Shorts, it is unclear as to how profitable the opportunity will be.
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