The next phase of encouraging creativity on the platform on YouTube has begun. At its first Made on YouTube event, YouTube announced that it is opening up ads monetization for those who include music in their videos, expanding the platform’s monetization system, the YouTube Partner Program (YPP), to allow more creators to join the program, and introducing new ways for creators to earn money through Shorts.
The announcement made today reflects the diversity of the platform’s expanding creator community and enables YouTube’s over 2M monetizing creators to earn money using any type of creative output.
Today’s key announcement includes:
Expanding access to YPP: Shorts-focused creators will be able to apply to YPP beginning in early 2023 if they reach the requirements of 1K subscribers and 10M Shorts views within a 90-day period. These new partners will benefit from everything YPP has to offer, including the ability to monetize YouTube long-form and short-form content with ads. When long-form creators reach 1,000 subscribers and 4,000 watch hours, they can still apply to YPP as an alternative to the current requirements. YouTube maintains the same level of brand safety for advertisers while allowing creators to select the option that best fits their channel. YouTube will also launch a new YPP level with fewer requirements that will grant earlier access to Fan Funding features like Super Thanks, super chat, super stickers and channel membership in order to support creators who are just starting out on YouTube.
Introducing a first-of-its-kind revenue sharing model for Shorts: Shorts are exploding globally with 30B+ daily views and 1.5B+ monthly logged-in users. Beginning in early 2023, we’ll abandon a fixed fund and double down on a special revenue-sharing model for Shorts for both current and future YPP creators in order to reward this new creative class. Each month, because ads appear in the Shorts Feed in between videos, money from these ads will be collected, given to the creators of the Shorts, and used to pay for music licensing. They will retain 45% of the total amount given to creators, which will be distributed according to their proportion of all Shorts views. Whether they use music or not, the revenue share does not change.
Launching Creator Music: Since music licensing is so complicated, most long-form videos with music don’t result in creators getting paid. YouTube is launching Creator Music, a new destination that gives creators simple access to an ever-expanding library of music for use in their videos and offers musicians and music rights holders a new revenue stream for their music on YouTube, in an effort to bridge the gap between the music industry and creators. The full potential for monetization is now available to creators through the purchase of affordable, high-quality music licenses; they will continue to receive the same revenue share as on videos without music. Additionally, those who don’t want to pay a license fee in advance will be able to use songs and split profits with the singer of the corresponding track.
The YouTube Partner Program was revolutionary when it was introduced in 2007 and is still revolutionary today, according to Susan Wojcicki, CEO of YouTube. YouTube has paid media companies, artists, and creators more than $50 billion over the past three years. The $50 billion has impacted the lives of artists all over the world and made it possible for new voices and narratives to be told. We’re not done yet, though. We placed a big wager when we launched the YouTube Partner Program: we will only be successful if our creators are successful. We’re doubling down today. By opening up our YouTube Partner program to more people, we’re starting the next chapter in how we reward creativity on our platform.
The first-of-its-kind, industry-leading Partner Program on YouTube, according to Chief Product Officer Neal Mohan, “changed the rules for long-form video.” And now we’re altering the rules once more, this time by allowing creators of short-form content to participate and adding revenue sharing to shorts. With this addition to the existing 10 ways creators can make money on YouTube, revenue sharing for short-form video is being offered for the first time on a large scale on any platform. All YPP participants will have access to it, including the newest, mobile-first creators who will be registering for the first time.
Creator music is the future, according to YouTube’s Global Head of Music, Lyor Cohen. It’s a win-win-win situation for artists, songwriters, creators, and fans as we build a bridge between creators and artists on YouTube to elevate the soundtrack of the creator economy. Artists now have a new outlet for their music thanks to Creator Music; fans can now find their favorite artists on the channels of their favorite creators; and both creators and artists will have new opportunities for monetization. In order to pioneer the next phase of the creator economy and explain how the announcements made today will affect the larger ecosystem, the following creators and artists are using YouTube:
Producer/DJ Marshmello stated: “As artists, Creator Music gives us a chance to engage with the vast community of YouTube creators and gain new followers. Creator Music feels like one of the most recent developments that makes it such a valuable place for my music and, more importantly, my fans. I’ve built an incredible global audience on YouTube.
“Over the last three years, YouTube has paid out $50 billion to over 2 million creators, artists, and media companies,” according to YouTube creators Colin and Samir. more than any other platform, through its Partner Program. That works out to $45 million every day. $528 per second and $1.9 million per hour. every instant. over the previous three years. The announcements made today demonstrate how committed YouTube is to supporting all creators.
“So many creators find themselves having to choose between video formats to best serve their specific goals,” multiformat creator Kallmekris said. From a business standpoint, the main advantage of Shorts for me is that they encourage people to join my neighborhood. While it generates significantly more income for long-form content. This is why the partner program coming to Shorts is such exciting news. Whatever the format, my work will be supported in a similar manner. It will no longer be necessary to weigh the pros and cons in a strategic trade-off.