At its inaugural Made on YouTube event, the platform reveals that over the last three years, YouTube has paid creators, artists and media companies more than $50B.
Today YouTube introduced the next chapter in rewarding creativity on the platform. At its inaugural Made on YouTube event, YouTube shared that it’s expanding the platform’s monetization system, the YouTube Partner Program (YPP), to allow more creators to join the program, introducing new ways for creators to earn revenue through Shorts, and re-imagining the music industry and creator dynamic by opening up ads monetization for those who feature music in their videos.
Today’s announcement reflects the diversity of the platform’s growing creator community and allows its over 2M monetizing creators to make money on YouTube across any creative format. Today’s key announcement includes:
● Expanding access to YPP: Starting in early 2023, Shorts-focused creators can apply to YPP by meeting a threshold of 1K subscribers and 10M Shorts views over 90 days. These new partners will enjoy all the benefits YPP offers, including ads monetization across Shorts and long-form YouTube videos. This is in another option to the existing criteria where long-form creators can still apply to YPP when they reach 1,000 subscribers and 4,000 watch hours. Creators can choose the one option that best fits their channel while YouTube maintains the same level of brand safety for advertisers. To support creators who are early in their YouTube journey, YouTube will also introduce a new level of YPP with lower requirements that will offer earlier access to Fan Funding features like Super Thanks, Super Chat, Super Stickers and Channel Memberships.
● Introducing a first-of-its-kind revenue sharing model for Shorts: With 30B+ daily views and 1.5B+ monthly logged-in users, Shorts are exploding around the world. To reward this new creative class, beginning in early 2023, we’ll be moving away from a fixed fund and doubling down on a unique revenue sharing model for Shorts for both current and future YPP creators. Because ads run between videos in the Shorts Feed, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. From the overall amount allocated to creators, they will keep 45% of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not.
● Launching Creator Music: The complexities of music licensing has meant that most long-form videos that feature music don’t result in creators being paid. To build a bridge between the music industry and creators, YouTube is introducing Creator Music, a new destination that gives creators easy access to an ever-growing catalog of music for use in their videos, while providing artists and music rights holders with a new revenue stream for their music on YouTube. Creators can now buy affordable, high-quality music licenses that offer them full monetizing potential they will keep the same revenue share they’d usually make on videos without any music. And for creators who don’t want to buy a license up front, they’ll be able to use songs and share revenue with the track’s artist and associated rights holders. Creator Music is currently in beta in the U.S. will expand to more countries in 2023.
Susan Wojcicki, CEO of YouTube, said “The YouTube Partner Program was revolutionary when we launched it back in 2007, and it’s still revolutionary today. Over the last three years, YouTube has paid creators, artists, and media companies more than $50 billion dollars. That $50 billion dollars has changed the lives of creators around the world and enabled new voices and stories to be told. But we’re not done yet. When we introduced the YouTube Partner Program, we made a big bet: we succeed only when our creators succeed. And today, we’re doubling down. We’re introducing the next chapter in how we reward creativity on our platform by expanding access to our YouTube Partner program.”
Pedro Pina, YouTube’s VP of Europe, Middle East & Africa, said “This is a pivotal moment for both YouTube & the creative ecosystem. In times of uncertainty, we’re bringing even more revenue opportunities to more creators and artists across more formats than ever – all of this is helping turbocharge an already healthy video ecosystem in MENA”.
These creators and artists are using YouTube to lead the next wave of the creator economy and share how the announcements shared today will impact the broader ecosystem:
YouTube creator, Noor Stars said “YouTube monetizing Shorts shows us yet again why YouTube is a platform that respects creators, and doesn’t take our content creation efforts for granted; the platform pays its creators to help take their content to the next level. YouTube also has the biggest music library, so with all that and monetisation, YouTube is going above and beyond to support creators. The sky is the limit, and Shorts will skyrocket ”
YouTube creator, Mohamed Moshaya, said “The new features will mean I can focus on my favorite platform more, particularly with short form content, and not feel pressured to shift my focus elsewhere”.
Producer/DJ, Marshmello said “As an artist, Creator Music gives us an opportunity to tap into YouTube’s massive creator community and reach new fans. I’ve built an incredible global audience on YouTube and Creator Music feels like one of the latest evolutions that makes it such a valuable place for my music and more importantly, my fans.”