YouTube has rolled out a set of new incentives for its creator community, introducing revenue sharing to YouTube Shorts, also updating its existing partner program and adding monetization for popular music related videos.
The Google division showcased the new initiatives in an hour-long Made on YouTube presentation, which shared much of the DNA from the company’s Brandcast and NewFronts events earlier this year.
One of the main headlines was the addition of revenue sharing for Shorts, which launched globally in 2021 as a counter-offensive against TikTok. The YouTube subset now attracts 30 billion daily views and 1.5 billion monthly logged-in users, the company said. Short film creators will now get 45% of advertising revenue on the platform, a setback from the 55% traditional YouTube video creators receive. While the short-term difference isn’t huge, over time it could add billions more to Google’s coffers.
“You know us — there’s a lot of whiteboard talk,” Tara Wolpert Levy, YouTube’s vice president of Americas and Global Content, said at the event when asked. how the business had landed on the 45%. “Basically, we did what we do for any offer. We took a step back and looked at the unique features of this ecosystem, and there are so many. … There’s just a lot of investment needed to support more creators, more content, and more innovation. The 45% figure was what executives believed would yield a “sustainable, long-term business that we continue to invest in, while returning the maximum revenue to creators.”
YouTube also said it was expanding its 15-year Affiliate Program to provide more ways for creators to earn money. Starting in early 2023, creators focused on YouTube shorts can apply for the program if they surpass 1,000 subscribers and 10 million shorts views in 90 days.
The company also unveiled Creator Music, a new place offering a catalog of what is billed as “affordable, high-quality” music licensing. Those who license these tracks will retain the same revenue share they previously had with videos without music.