YouTube said it introduced the next chapter in rewarding creativity on the platform. At its inaugural Made on YouTube event, YouTube said it was expanding the platform’s monetization system, the YouTube Partner Program (YPP), to allow more creators to join the program. It introduces new ways for creators to monetize short videos and opens up ad monetization opportunities for those who use music in their videos.
The development reflects the diversity of the platform’s growing creator community and enables its more than 2 million monetizing creators to earn money on YouTube in any creative format.
“Over the past three years, YouTube has paid out more than $50 billion to creators, artists and media companies,” said Susan Wojcicki, CEO of YouTube. “We’re doubling down. We’re introducing the next chapter in how we reward creativity on our platform by expanding access to our YouTube Partner Program.”
Starting in early 2023, Shorts creators can apply for PPY when they reach a limit of 1,000 subscribers and 10 million Shorts views in 90 days. These new partners will get all the benefits that PPY has to offer, including ad monetization on short videos and long videos on YouTube. This is an additional option to the existing criteria, where longform creators can still sign up for PPY when they reach 1,000 subscribers and 4,000 watch hours.
With 30 billion daily views and 1.5 billion monthly logged in users, Shorts are exploding around the world. To reward this new creative class, beginning in early 2023, YouTube is transitioning from a fixed pool and doubling down on a unique short video revenue sharing model for current and future PPY creators. Since ads appear between videos in the Shorts feed, revenue from those ads will be aggregated each month and used to reward Shorts creators and help cover music licensing costs. Of the total amount allocated to the creators, they will keep 45 percent of the sales divided based on their share of the total views of the Shorts. The revenue share remains the same regardless of whether they use music or not.
“This is the first time that revenue sharing has been offered for short videos on any platform at scale, adding to the way creators can already earn on YouTube,” said Neal Mohan, YouTube’s Chief Product Officer.
The complexity of music licensing has meant that most long-form music videos do not result in the creators being paid. To bridge the gap between the music industry and creators, YouTube is introducing Creator Music, a new destination that gives creators easy access to an ever-growing catalog of music to use in their videos, while providing new revenue for artists and music rights holders. stream their music on YouTube. Creators can now purchase affordable, high-quality music licenses that offer their full monetization potential—retaining the same share of revenue they would normally receive from videos without music. And for creators who don’t want to buy a license upfront, they’ll be able to use the tracks and share revenue with the track’s artist and related rights holders. Creator Music is currently in beta in the US and will expand to other countries in 2023.
“At YouTube, we’re building a bridge between artists and creators to elevate the soundtrack of the creator economy,” said Lyor Cohen, YouTube’s global director of music.