YouTube adopts TikTok ad revenue-sharing plans with “Shorts” content creators

YouTube says it will share ad revenue with its Shorts content providers, the company’s biggest move into TikTok’s market to date.

The Google-owned video platform announced the program Tuesday at a Made on YouTube event in Los Angeles featuring musician Jason Derulo, choreographer Kyle Hanagami, and creators Colin and Samir. The revenue sharing program will start in 2023.

The announcement came hours after another video platform, Twitch, said it would cut user earnings. YouTube, meanwhile, is making an apparent push to retain creators and generate growth in a format that hasn’t historically generated any revenue for users.

“We are only successful when our creators are successful,” YouTube CEO Susan Wojicicki wrote on Twitter on Tuesday.

It remains unclear how the company intends to split the revenue from the platform. The money will come from the YouTube Shorts Fund, a similar approach to competitor TikTok.

While the company has floated the idea of ​​sharing 45%, the math behind the money allocation is complicated.

The company said developers can apply for the revenue-sharing program if they have at least 1,000 subscribers and 10 million views of shorts over a three-month period.

Logistical difficulties aside, the move promises to be a potentially lucrative opportunity for content creators.

“This is the first time that true revenue sharing for short-term video is being offered at scale,” said Neal Mohan, YouTube’s chief product officer. YouTube adopts TikTok ad revenue-sharing plans with “Shorts” content creators

Fry Electronics Team

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