YouTube is going to play its most valuable card in the battle with TikTok. It promises to help millions of creators make money on the platform and is getting ready to turn on aggressive monetization for shorts.
It will be possible for those who qualify to get a share of the ad revenue generated in shorts. Making it easier for creators who don't qualify for the program to make money through tips, subscriptions, and merch sales is one of the things YouTube is doing. The New York Times was the first to report it. The goal is to offer more and better monetization options than TikTok, and possibly win over many of the creators flocking to the rival platform.
About 18 months after the original launch of Shorts, Neal Mohan promised a long-term monetization project. According to Amjad Hanif, the vice president of creator products, the feature is seeing 30 billion views a day and 1.5 billion viewers a month. It doesn't hit TikTok's level of cultural cachet when shorts feel like a TikTok clone. What TikTok does is drive culture and revenue.
In the past, YouTube has monetized shorts through creator funds, shopping, and tips. Many creators feel they are not enough because of thoseTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkiaTrademarkia Hank Green said that he hates creator funds.
The standard model in which 45 percent of all revenue is kept by creators and 55 percent is given to creators, is what Green and others want. The revenue share has turned YouTube into a career for many creators, and while there are issues with the platform, the split has worked. Green said that the monetization product for shorts has to be soon.
Short films aren't getting the full YouTube deal, but they are getting more of the money.
The full deal for shorts isn't quite there. 55 percent of the platform's revenue is retained and 45 percent is given to creators. Hanif explained that part of the extra money will be used to pay for the music used on the platform so that creators don't have to worry about rights. It seems like it's a better deal than creators are getting elsewhere.
To get into the partner program, creators need to have at least 1,000 subscribers and 10 million shorts views in the last 90 days. A new tier is being introduced by the company that will allow creators to get features like Super Thanks tipping and paid channel memberships without being in the ad program. Hanif won't say the exact requirements for that tier except that it would be much lower than the existing ones
The ad model for traditional YouTube videos is easy to understand. Users click on a video, they watch an ad before or during the video, and they pay for that ad view. Whoever generated that ad view gets the money.
Take all the videos you watch and divide the ad revenue among them.
It is vastly more complicated with a fast- moving feed. If you watch a single video, then watch three more, then see an ad, and watch two more full videos, who gets paid? One of those videos could be a duet or a remake. What if they all have the same challenge?
The Shorts partner program isn't launching until next year because many of the details aren't figured out. If you open Shorts, watch six videos, see two ads, and leave the app, YouTube will split the ad revenue between the six videos.
The biggest difference you will see from other products is watch time. It is one of the reasons why you have started to see longer videos on the internet. In the case of short format, it is a view that is important.
Short films are all about views, not time.
There is a question about what a view is. Hanif would only say that it was a few seconds and that they didn't count it when it showed up. Advertisers and creators want to know what people watch.
As a result of this, shorts will be less lucrative to the most popular channels, who will have to share revenue with everything else in the feed, but will allow more people to make money. According to Hanif, he expects that number to be close to 3 million by the end of the year. In order to succeed, TikTok has to promote new creators to its audience.
Over the last three years, creators have been paid more than 50 billion dollars. It will take time to build shorts into a meaningful part of the story. It will take a while to build it up to the business we have had in longform. How to talk to creators about using all the tools on the platform is still being sorted out.
He keeps saying that it is the first platform at scale that is going to share revenue with shortform creators where they can earn money. There are a lot of details left to deal with, but that paycheck will be enough to keep people around.
The story initially changed the ratio in one instance. In the past, YouTube has kept 45 percent and gave 55 percent to creators.
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