YouTube has a new plan to take away creators from TikTok


The short vertical videos trend started by TikTok has become one of the in-demand video watching trends globally. No doubt, the popularity of TikTok has been a concern for tech giants out there. While Instagram is trying hard and constantly experimenting with new features to keep pace and beat TikTok, Google-owned YouTube has a new card to woo content creators on its platform – monetisation. YouTube will soon enable the Partner program for its short-form vertical video format, Shorts. And as everyone will agree, creators are one of the most important parts of these video platforms.
Some time back, YouTube had introduced Creators Fund for Shorts, however, there was no ad revenue sharing. But, now ads are coming to Shorts.
YouTube is bringing ads to Shorts
Yes, ads. Well, ads have been the most prominent part of YouTube’s dominance. As first reported by The New York Times, early next year, Shorts will join the YouTube Partner Program. So, creators, although there are some prerequisites one needs to satisfy, can join the program and monetise their Shorts and earn a share of the ad revenue.
So what are the eligibility criteria? The creators need at least 1,000 subscribers with 4,000 watch hours over a year. Or creators can also qualify for the program if they have 10 million views on Shorts within the last 90 days.
However, YouTube is making it easier to make money for creators who could not meet the criteria for the Partners Program. In future, creators would be able to offer paid channel memberships, sell merchandise and receive tips with “Super Thanks.” But, there is no word if there will be any minimum eligibility to unlock these options.
Earlier this year, TikTok also announced ad revenue sharing for creators. Currently, it is limited to a few creators but has strict criteria of having at least 100,00 subscribers. TikTok says it will pay creators a 50 per cent cut of the revenue generated through ads on their TikToks.
As for the payout on YouTube, creators will get 45 percent of the ads revenue while YouTube will keep the rest – opposite of what it is for the “longform” YouTube videos. What is this extra 10 per cent for? Well, Amjad Hanif, Vice President of creator products at YouTube, explains that it will be used to pay for the music rights, so creators can use whatever music they want, which is not the case with other platforms and often ends up with takedowns.




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