YouTube does not intend to lag behind TikTok, and its shameless growth, in the segment of platforms dedicated to short videos. To compete with its Chinese competitor, the American company intends to nudge content creators in the direction of hair by multiplying their chances of earning money through YouTube Shorts, its short video platform.
To do this, according to an audio note captured during a staff meeting on Thursday, September 15 and reported this Friday, September 16 by the New York Times, YouTube will relax the eligibility conditions of its partner program (YouTube Partner Program), which allows creators to generate money through their content, in particular through advertising.
Short videos: the new Eldorado
While these new terms weren’t spelled out during the meeting, creators currently only earn money if audiences watch at least 4,000 hours of their videos and if they have a YouTube account with at least 1,000 subscribers. As part of these new clauses, the creators will be able to include advertising in their Short Films, of which a part of the income (45%) will be donated, indicates the social media consultant Matt Navarra.
YouTube, which declined to comment on the leaks, is expected to announce the Shorts-related news on Tuesday, September 20, according to the report. New York Times. These innovations come as YouTube and TikTok are waging a ruthless battle in the short-form niche. YouTube Shorts, vertical videos with a maximum duration of 60 seconds, were launched on a large scale in July 2021 to thwart the forward march of TikTok, the favorite social network of Generation Z and a serious challenger to the American company.
To attract creators, YouTube has also adapted its much more profitable advertising revenue distribution system to this format. than TikTokwhich really started selling space only recently, while YouTube generated $8.6 billion in ad revenue in 2021. Considered the fastest growing market, short videos have also attracted Meta, including the social network Instagram. launched, in August 2020, Reels, which allows the production and publication of short films of 15 seconds maximum. The social network Snapchat limits the length of videos on its platform to 60 seconds.
Source: BFM TV
