YouTube has announced new monetization rules according to which it will be running ads on videos of some creators, but won’t give them any part of the revenue generated from the ads as they are not big enough to be a part of its Partner Program.
Previously, creators on YouTube would receive some portion of the revenue from ads that would run on YouTube videos through their role in YouTube’s Partner Program. According to the updated policy, a creator who is not in the partner program “may see ads on some of your videos,” says YouTube.
Earlier, the videos received ads under specific conditions only, such as being monetized by a record label as part of a copyright claim. Changes in rules will now mostly affect smaller creators that don’t have a huge viewership - as per YouTube’s Partner Program requirements, creators must have accrued 4,000 total hours of watch time over the last 12 months and must have more than 1,000 subscribers.
Advertising has always played a huge role in YouTube’s business and now the company will only be making more out of it as it will run more ads on the platform without having to pay a significant number of creators in the process.
YouTube also added that it will still not run ads on videos sourced from non-partnered creators that produce content centered around sensitive topics, such as politics, religion, alcohol, and gambling.
Meanwhile, YouTube’s content creator community is not quite happy with the company’s new policy.