Carving Out a New Slice in the Pie

Human beings are known to be good at a ton of different things, and yet there is nothing they do better than growing on a consistent basis. This ability, in particular, has allowed us to hit upon some humongous milestones, with technology appearing as a prime example of the same. The reason why technology enjoys such a high stature is largely predicated upon its unique skill-set, which gave us a shot at all those possibilities that we could have never realistically imagined otherwise. Moving on, however, it’s important to acknowledge how the whole runner was also very much inspired by the way we used the stated skills in a real-world setting. The latter component was, in fact, what actually realized a spectrum-wide presence for the creation, and consequentially, kickstarted a tech revolution. This revolution, as we discovered later, will go on to scale up our lives in every conceivable regard, but even after achieving such a massive feat, it will keep on bringing the right goods to the table. If anything, our recent progression has only made the dynamic a lot more evident, and YouTube’s latest decision might just solidify its traces moving forward.

YouTube has officially announced that, starting from 2023, it will give shorts’ creators a slice out of the program’s ad revenue pie. According to certain reports, the creators, who have at least 10 million Shorts views over 90 days, will be allowed to monetize their shorts’ content. Further details reveal how these creators can go on to earn a maximum 45% of ad revenue from their videos. As for the precise share, it will largely depend on the number of views your videos are collecting.

“I’m proud to say this is the first time real revenue sharing is being offered for short-form video on any platform at scale,” said YouTube Chief Product Officer, Neal Mohan.

Make no mistake, the likes of TikTok have already mulled over such a foray, but the unique nature of short-form content has kept them from cracking the code. For instance, given the smaller timeframe, these companies struggled rather immensely to figure out the ad placement aspect. However, YouTube’s decision to just use views’ equity as the main barometer might have solved the stated conundrum, therefore setting the stage for other players to follow soon.

Beyond the innate call to give shorts creators a chance to earn from their videos, YouTube is also providing them with a bigger pool of licensed music. Now, while it will do so through the total ad revenue generated by shorts, the creators’ personal share won’t be affected by their usage of the newly-licensed music.

“This brand-new approach allows us to reward all YPP creators who make up the Shorts experience, not just to those with videos running next to ads. In addition, since music fuels some of our most vibrant and memorable Shorts, it simplifies the complexities of music licensing, so that creators don’t have to worry about whether or not they use music in their Short,” said Amjad Hanif, VP of creator products at YouTube.

Talk about music, YouTube has also launched an all-new Creator Music feature, which basically lets long-form creators choose music for their videos from an extensive catalog of songs. Here, they can either purchase the song altogether or they can opt for the revenue-sharing option where both creators and music rights holders earn money from their content.



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