YouTube will start advertising on some creators’ videos, but because they are not large enough to attract them to join the partner program, it will not give them a portion of advertising revenue.
When advertising on YouTube videos, these creators usually earn part of their income through their roles in the YouTube partner program.
According to the update of the platform’s terms of service, after the adoption of new monetization rules, creators who are not in the partner program “may see ads in some of your videos.”
Before the update, YouTube stated that these videos received advertisements only in limited circumstances, for example, as part of a copyright statement, these videos were monetized by recording tags.
The update will mainly affect small creators who don’t have a large audience; YouTube’s partner program requires creators to accumulate 4,000 viewing hours in the past 12 months and have more than 1,000 subscribers.
Advertising is a big business for YouTube and its parent company Google, and the video site generated $5 billion in revenue in the last quarter alone. For creators, advertising is also very important, they may rely on website expenditure to maintain income.
Now, YouTube will be able to place more ads on its platform without having to pay a large number of creators in the process.
The company confirmed to The Verge that ads will still not be placed on non-cooperative creators’ videos on sensitive topics. These include politics, religion, alcoholism, and gambling.
This news is not a good solution for members of the YouTube community. The relationship between the creator community and YouTube’s advertising revenue has been troubled for many years.
At the end of 2016 and early 2017, YouTube creators participating in the partner program were hit by a sudden drop in advertising revenue as the platform worked to curb disturbing children’s videos and other harmful content.
Then in 2018, the Logan Paul incident led to changes in the partner program and it became more difficult for creators to start making money.
YouTube does not say how many creators will see ads on their videos without paying, but the company confirmed that channels of all sizes may see ads. The company will monitor the impact on creators.