With the race for content monetization picking up the pace, YouTube is now weighing an update to its Partner Program. Budding creators rejoice! YouTube has recently announced that it will soon have lower monetization entry requirements. With Twitch is recently tanking its own creator community, YouTube is looking to press its advantage.
As per YouTube:
“Starting today, eligible creators will begin to be able to apply to YPP earlier – once they’ve met a threshold of 500 subscribers, 3 public uploads in the last 90 days, and either 3000 watch hours in the past year or 3M Shorts views in the last 90 days. These new partners will unlock access to fan funding features like channel memberships, Super Chat, Super Stickers, Super Thanks, and the ability to promote their own products with YouTube Shopping.”
Lower Barriers
This could be a pivotal update for YouTube. While the new process won’t unlock all revenue generation options, creators should have an easier starting time. Ad revenue share will still be restricted behind the current requirements, but lower monetization entry should make YouTube more appealing even to those without an established audience. To be clear, creators need a thousand subscribers and either 4,000 watch hours within a year or 10 million Shorts views in the last 90 days to receive any form of payout. This significant threshold reduction presents an important consideration on two fronts.
The first element is Shorts. To say the least, Shorts have helped YouTube maintain its position as an online video leader. It has become an important focus for the app, and user engagement only continues to rise. YouTube Shorts surpassed the 50 billion cumulative daily views count back in February. This was up from the previous year’s 30 billion. YouTube’s primary goal, at least right now, is to get more TikTok creators aligned to its platform instead. YouTube aims to shift more attention to itself by essentially offering creators better monetization potential.
Given that, combined with its long-form monetization setup, it’s clear how YouTube presents the more lucrative offers. This latest move could prove critical in luring creative talent across. If you consider TikTok’s ongoing uncertainty in the US, now’s the perfect time for YouTube to make this pitch. And as mentioned earlier, YouTube’s also looking to get a one-up on Twitch, which is presently trying to calm a self-instigated community coup.
By lowering its monetization entry requirements, YouTube’s removing a key hesitation for many. This will allow YouTube to prove that you don’t need to have an audience first to start making money. Thanks to this update, actually building an audience is now less work, which could see more Twitch streamers cross over.
In addition, YouTube’s also expanding its in-stream shopping options, offering eligible creators more revenue opportunities. YouTube will be partnering with over 50 brands, including some top fashion names like Sephora and Nordstrom. Partner products can be featured and tagged on videos and Shorts.
The Wrap
Despite the monumental rise of short-form content in both popularity and consumption, YouTube remains the king of video. Now that it has become a race of ‘whoever offers the best money-making deal’, YouTube is soundly leading. Although it has proven daunting at first, lowering its monetization entry requirements should make YouTube more appealing to web neophytes. Experience comes with age, which YouTube is now taking full advantage of to secure its position. It’s a smart move by YouTube, which could yet lead to bigger rewards.
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