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YouTube challenges TikTok, more money to content creators

2022-09-21T11:33:02.852Z


Share revenue with short video format creatives (ANSA) YouTube challenges TikTok on the ground of short video content creators, an increasingly popular format on social media that the Google-owned platform embraced by launching Shorts about 18 months ago. During the Made on YouTube event, the company announced that starting from the beginning of 2023 it will reward "this new creative class", as it defines it, changing the remuneration method thanks to


YouTube challenges TikTok on the ground of short video content creators, an increasingly popular format on social media that the Google-owned platform embraced by launching Shorts about 18 months ago.

During the Made on YouTube event, the company announced that starting from the beginning of 2023 it will reward "this new creative class", as it defines it, changing the remuneration method thanks to the inclusion in the YouTube Partner program: from the amount total allocated to them, including advertising revenue, will receive 45%.

In addition, the platform will simplify "the complexities of licensing music so that creators won't have to worry about the presence of music in the Shorts."

Sharing the revenue on Shorts ads thus represents an additional way for content creators to earn and adds - explains the company - to the complete "set of products that have allowed us to correspond to creators, artists and companies in the field of averaged over $ 50 billion over the past three years. "

The popularity of short-form videos has exploded on YouTube, with over 30 billion daily views and 1.5 billion people.

Also on Shorts will be tested the 'Super Thanks' function with which users will be able to show their appreciation for short videos;

and brands and creators will be connected through YouTube BrandConnect.

That of short videos is a terrain on which all the main social platforms are challenging each other, because they drain users and money.

A few days ago an internal report by Meta - taken from the WSJ - showed for example the leap of TikTok on Instagram.

While on the Zuckerberg platform, users spend a total of 17.6 million hours per day on Reels short videos, 197.8 million hours per day are spent on TikTok, over ten times more.

"The YouTube partner program was revolutionary when we launched it in 2007 and it still is today as we announce the next chapter about rewarding creativity on the platform," explains Susan Wojcicki, CEO of YouTube.

The company then points out that the current criteria for admission to the program do not change: creators can apply for membership after reaching 1000 subscribers and totaling 4000 viewing hours.

Source: ansa

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