YouTube aim to surpass Tik-Tok by expanding its Partner Program and revenue-sharing for shorts
It is challenging for producers on applications like TikTok to make a living solely from their material because no short-form video platform has completely worked out how to divide ad money. Today, however, YouTube made significant modifications to its YouTube Partner Program, enabling creators to profit from advertising on Shorts, a service that competes with TikTok.
Shorts makers can now be accepted into the YouTube Partner Program, which entitles them to ad money. For eligibility in the current Partner Program, YouTubers must have 4,000 view hours and more than 1,000 followers. Shorts creators who have at least 10 million platform views in the past 90 days are now eligible to join the Partner Program. These creators will get paid as Partner Program participants.
According to YouTube Chief Product Officer Neal Mohan, “I’m delighted to announce that this is the first time that meaningful revenue sharing is being offered for short-form video on any network at scale.” He’s correct. TikTok has been experimenting with ad revenue sharing, although it seems that its efforts are more focused on the advertiser than the creator, as only the top 4% of all TikTok videos can be made money through its TikTok Pulse program. Generally speaking, TikTok’s Creator Fund has become less and less profitable for creators.
“For me, Shorts’ main advantage is that it expands my audience and attracts new members to my neighborhood. However, my long-form writing generates a lot more money. There has therefore been a trade-off, according to YouTuber Kris Collins (KallMeKris). “That is why it is such a big deal that the Partner Program will be coming to Shorts. I’ll be able to support myself using both formats.
TikTok and other short-form video apps haven’t unveiled a similar revenue-sharing program yet because it’s trickier to figure out how to fairly split ad revenue on an algorithmically-generated feed of short videos. You can’t embed an ad in the middle of a video — imagine watching a 30-second video with an eight-second ad in the middle — but if you place ads between two videos, who would get the revenue share? The creator whose video appeared directly before or after it? Or, would a creator whose video you watched earlier in the feed deserve a cut too, because their content encouraged you to keep scrolling?