The next stage in rewarding innovation on YouTube has been announced.
The YouTube Partner Program (YPP) is being expanded to allow more creators to join the program, new ways for creators to earn money through Shorts are being introduced, and the music industry and creator dynamic are being reimagined by opening up ads monetization for those who include music in their videos.
All of these developments were shared at the platform’s first Made on YouTube event.
The move underscores the diversity of the platform’s expanding community of creators and enables YouTube’s nearly 2M monetizing creators to generate income in any creative format.
Major announcements comprise:
Increasing YPP Accessibility
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 during 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 advertising.
When long-form producers attain 1,000 subscribers and 4,000 view hours, they can still apply to YPP as an alternative to the current requirements. YouTube retains the same level of brand safety for advertisers while allowing creators to select the solution that best matches their channel.
A new YPP level with fewer qualifications will give creators who are just starting out on YouTube faster access to Fan Funding features like Super Thanks, Super Chat, Super Stickers, and Channel Memberships.
Presenting a Novel Revenue-Sharing Scheme for Short Films
Shorts are exploding globally with 30B+ daily views and 1.5B+ monthly logged-in users. Beginning in early 2023, we’ll abandon a set fund and double down on a special revenue-sharing model for Shorts for both present and future YPP creators in order to reward this new creative class.
Each month, because adverts appear in the Shorts Feed in between videos, money from these commercials will be collected, given to the producers of the Shorts, and used to pay for music licensing. They will retain 45% of the total money given to creators, which will be split according to their proportion of all Shorts views. Whether they use music or not, the income split does not change.
Launching Original Music
Since music licensing is so complicated, most long-form videos with music don’t end in producers getting paid. YouTube is launching Creator Music, a new destination that gives creators simple access to a constantly expanding catalog 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.
Now that reasonable, high-quality music licenses are available, creators may fully monetize their works and keep the same income share they would have on music-free movies. Creators will also be allowed to use songs and split profits with the track’s artist and other related rights holders if they don’t want to purchase a license upfront.
Currently, in beta in the US, Creator Music will roll out to other nations in 2023.
Susan Wojcicki, CEO of YouTube, said: The YouTube Partner Program was innovative when it was introduced in 2007 and remains revolutionary now, according to Susan Wojcicki, CEO of YouTube. YouTube has paid media firms, artists, and producers more than $50 billion over the past three years.
The $50 billion has impacted the lives of artists all across the world and made it possible for new voices and narratives to be shared. We’re not done yet, though. We placed a significant 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 innovation on our platform.
Neal Mohan, YouTube’s Chief Product Officer, said: 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 makers of short-form content to participate and adding income 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 enabled for the first time on a large scale on any platform. All YPP participants will have access to it, even the newest, mobile-first innovators who will be registering for the first time.
Lyor Cohen, YouTube’s Global Head of Music, said: Creator music is the future, according to YouTube’s Global Head of Music, Lyor Cohen. It’s a win-win-win situation for artists, composers, creators, and fans as we construct a bridge between creators and artists on YouTube to raise the soundtrack of the creator economy.
Musicians 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 chances for monetization.
The below creators and artists utilize YouTube to pioneer the next phase of the creative economy and to explain how the announcements made today will affect the ecosystem as a whole:
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 significant venue for my music and, more importantly, my listeners. I’ve created a fantastic global audience on YouTube.
YouTube creators, Colin and Samir said: “Over the previous 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. throughout the previous three years. The announcements made today demonstrate how committed YouTube is to supporting all creators.
Multiformat creator, Kallmekris, said: “So many creators find themselves needing to pick between video formats to best fulfill their specific aims,” multiformat developer Kallmekris stated. From a commercial standpoint, the main advantage of Shorts for me is that they encourage people to join my neighborhood.
For long-form, though, it generates a lot more money. This is why the partner program coming to Shorts is such exciting news. Whatever the medium, my work will be supported in a similar manner. It will no longer be necessary to analyze the benefits and negatives of a strategic trade-off.