Starting today, YouTube will start serving ads on some creators’ videos, but it won’t give them a portion of the ad revenue because they aren’t big enough to sign up for their Partner Program.
When ads are served on YouTube videos, those creators generally receive a portion of the revenue through the YouTube Partner Program. With the new monetization rules, a creator who is not in the partner program “can see ads on some of their videos,” according to an update to the platform’s Terms of Service. In short, you make money but they won’t pay you …
Before the update, YouTube said that these videos only received ads in limited circumstances, such as if they were monetized by a record label as part of a copyright claim. The update will primarily affect smaller creators without a large audience; The YouTube Partner Program requires creators to have accumulated a total of 4,000 hours of watch time during the last 12 months and have more than 1,000 subscribers.
YouTube made $ 5 billion in the last quarter alone
Advertising is big business for YouTube and its parent company, Google, and the video site generated $ 5 billion in the last quarter alone. Advertising is also a big problem for creators, who may depend on site payments to support themselves. Now YouTube will have more ads on its platform and you won’t have to pay those creators.
The news was not well received by members of the YouTube community. The creator community’s relationship with YouTube on ad revenue has been strained for years. In late 2016 and early 2017, YouTube creators who were in the Partner Program were hit by a sudden drop in ad revenue as the platform struggled to contain disruptive children’s videos and other harmful content. Then in 2018, the Logan Paul incident led to changes to the Partner Program and more difficulties for creators to start earning income.
YouTube didn’t say how many creators will see ads on their videos without paying them, but the company confirmed that channels of all sizes can see ads.