YouTube Targets TikTok With Revenue Sharing For Shorts, Partner Program Expansion

Today, YouTube announced major changes to its YouTube Partner Program, allowing creators to earn ad revenue on Shorts, its TikTok competitor. TechCrunch reports: Now, Shorts creators can qualify for the Partner Program, which allows creators to earn ad revenue from YouTube. The existing Partner Program requires YouTubers to have over 1,000 subscribers and 4,000 watch hours in the last year. Now, Shorts creators can join the Partner Program if they have at least 10 million views on the platform over the last 90 days. As members of the Partner Program, these creators will earn 45% of ad revenue from their videos.

"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. He's right. TikTok has started experimenting with ad revenue sharing, but its efforts seem to focus more on the advertiser than the creator, as only the top 4% of all videos on TikTok can be monetized through its TikTok Pulse program. For the most part, creators have found it increasingly difficult to make money from TikTok's Creator Fund. [...]

YouTube Shorts is poised to become TikTok's biggest competitor. If creators can make more money on Shorts than on TikTok, then they're incentivized to make original content for the YouTube platform. YouTube also shared that this update to the Partner Program will enable the platform to license more music for use in Shorts, which could help encourage creators to use Shorts more often. Creators in the program will be compensated the same, regardless of whether they use licensed music. YouTube also unveiled Creator Music, now in beta testing. Creators can browse a large catalog of songs to purchase for use in their content, with the terms of the music rights spelled out in simple terms. They'll also be able to opt for tracks with new revenue-sharing option where both creators and music rights holders earn money from their content.

Message that we tell our kids

[OrangeTide]

You'll feel better about yourself once you get a million followers.

Re:

[sg_oneill]

Eh, thats nothing new though. Kids have always venerated celebrity. As a teenager in the 1980s I dreamed about being a heavy metal superstar and fantasized about what it would like to be a leather clad rock god in LA with like 6 girlfriends and a porche. ........And then spent the 90s playing dive bars in go-nowhere grunge and punk bands. So maybe I wasnt typical lol. But I'm sure most kids have at least fantasized about making it big.

Its no different really. In my era, you brought a guitar or took acting l

Re:

[timeOday]

"Nothing" new? It's so crass now. Swipe left, swipe right, upvote, downvote, follower count. Popularity and unpopularity always existed, but now they are in-your-face quantities beyond dispute.

TikTok-ification

[atomic_toast]

Dear media companies, can you please stop trying to turn everything into freaking TikTok. Thank you, everybody.

Re:

[sg_oneill]

I'm happy to concede Im far too old to be TikToks target market, by about two decades.

But I'm genuinely mystified by that thing. Everytime I've looked at it its been horrifying. No I'm not talking about the kids dancing around and having fun, thats all good stuff even if it doesnt personally appeal to me. I mean the other stuff.

Last two times I've been on it, I've been assaulted by horrible videos about cysts, and other messed up boddy horror type things. Do people actually watch that shit? Its pretty much

Doomed to failure

[NewtonsLaw]

It's bad enough having to watch videos before, throughout and after every damned YouTube regular video but if YT is going to monetize shorts by placing ads before each one then that will further destroy the viability of this as a medium. Who's going to watch a 15s ad just to see whether a 45-second "short" is any good? Not me, that's for sure!

Re:

[timeOday]

I think the whole reason shorts exist is because investing in watching a full-length youtube video has become such a big timesink.

It's like, "where's the transmission fluid cap on this type of car?" OK, get comfy, let's watch some commercials... and another one... no, I don't want to sign up for Youtube Premium either... yes thank you for welcoming me back and I know you really appreciate all your paetrons...

Re:

[bustinbrains]

Philosophically speaking, everything is ultimately doomed to fail. Greed tends to speed up that process considerably.

Totally agree

[SuperKendall]

Who's going to watch a 15s ad just to see whether a 45-second "short" is any good?

Not only are they not going to do that but I am already skipping longer videos today if they start with a 15 second ad. In fact I will go to the effort of backing back out of a video and re-trying playing a video for almost a minute trying to get a shorter ad, and if I don't get one I usually just do not watch the video...

Or (and YouTube may want to take a note on this) if I see a fifteen second ad, and it's one of two, I ju

As well//

[CoreyDoor]

Each time we are more and more reduced the flow of information for perception and try to inspire it with popularization. As a result, it seems to me that everything will come to the point that at school the laws of physics will be explained with a phrase because they said so, and if they said so at school, then this is how it should work. Slowly but surely, we will successfully get rid of critical thinking and become just a biomass, driven by people in black robes. Our whole evolution is striving back to th

Re:

[NewtonsLaw]

Yep, they should also moderate the ads. So many scam-ads are now being shown on the platform that moderating the content becomes kind of worthless. Here's an example of one of those scam ads which has been reported hundreds (if not thousands) of times -- yet it still runs:
Don't be scammed by these drone ads on YouTube [youtube.com]

There's a reason it's popular

[Lunati Senpai]

Spending a minute learning about something new, versus watching a longer video about it on YouTube is huge. The barrier to entry for shorts is much steeper than it is to be a partner though.

Doing some quick napkin math, 4,000 hours of watched content, vs 10,000,000 minutes of watched content, or 166,667 hours. That's 41 times higher to become a shorts partner over a regular partner on YouTube. This will totally get lowered eventually, but right now they're only paying out if you're already insanely success

Adding bad to bad

[OfMiceAndMenus]

This is ridiculous. Shorts already suck and need to vanish. People don't want them, they're obnoxious, and clutter up an otherwise usable feed with nonsense memes and stupid videos nobody asked for.

When it takes half as long to load the page as it does to watch the video they're doomed. Especially if part of the video is now preceded or interrupted by an ad.

We'll be watching just math models soon.

[Inyu]

If this trend continues, we'll soon be watching abstract conceptual models.

People like condensed meaning. No coincidence that shorts of text (i.e., twitter) got popular, and the shorts of video (i.e., tiktok) has become popular too. So, in limit, we'll be watching increasingly abstract and intricate models, and find them enlightening.

Most of the time

[malinkastrong]

Most of the time I was looking for a good program to download youtube shorts and thought that I would not succeed, but to my surprise I found a great online tool for working with video and audio. I am referring to theTubidy [tubidy.ws] site, where I can download content from YouTube in mp3 or mp4 format. I think this may also be useful for you, so I recommend going to the site and trying it personally. Good luck!

platform

[malinkastrong]

By the way, there is so much great music on YouTube, different podcasts, and in general a lot of interesting information in video format, which isn't always convenient for listening. Actually, it's very cool that there is so much cool and useful content, and you can download and convert it to mp3 format with Tubidy [tubidy.ws]. I think it's very convenient, and it's also free. In general, if you haven't used this platform, which, by the way, has a step-by-step guide on how to quickly download music, then I recommend tr

app on my phone

[malinkastrong]

I often find different playlists on YouTube that I really like, but I don't have time to search for each song individually, so I installed the Tubidy [tubidy.ws] app on my phone and now I can convert any video to mp3 file quickly and for free and listen to it like audio. I think it's very convenient. in addition, it's great that there are no ads and push notifications, which usually annoy me in various free services.