YouTube has today announced plans to expand the YouTube Partner Program (YPP) giving more creators and artists an opportunity to make money on YouTube across different creative formats. The program that starts in 2023 will benefit long-form, Shorts and Live creators enabling them to monetise their content.
Susan Wojcicki, CEO of YouTube, says over the last three years, YouTube has paid creators, artists, and media companies enrolled on YPP more than Sh60.3T ($50 billion). “That $50 billion dollars has changed the lives of creators around the world and enabled new voices and stories to be told. We succeed only when our creators succeed and today, we are doubling down by introducing the next chapter in how we reward creativity on our platform by expanding access to our YouTube Partner program.”
The expanded YPP program now makes it easy for Shorts-focused creators to apply to YPP by meeting a threshold of 1K subscribers and 10M Shorts views over 90 days. Long-form creators can also apply to join YPP when they reach 1,000 subscribers and 4,000 watch hours. To support creators who are early in their YouTube journey, YouTube will also introduce a new level of YPP with lower requirements offering earlier access to Fan Funding features like Super Thanks, Super Chat, Super Stickers and Channel Memberships.
Wojcicki adds; “YouTube is offering a unique revenue sharing model for Shorts for both current and future YPP creators. Because ads run between videos in the Shorts Feed, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. From the overall amount allocated to creators, they will keep 45% of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not.”
YouTube is also introducing Creator Music, a new destination that gives creators easy access to an ever-growing catalog of music for use in their videos, while providing artists and music rights holders with a new revenue stream for their music on YouTube. Creators can now buy affordable, high-quality music licenses that offer them full monetising potential—they will keep the same revenue share they’d usually make on videos without any music. And for creators who don’t want to buy a license up front, they will be able to use songs and share revenue with the track’s artist and associated rights holders. Creator Music is currently in beta in the U.S. will expand to more countries in 2023.
Neal Mohan, YouTube’s Chief Product Officer, said: “YouTube’s first-of-its-kind, industry-leading Partner Program changed the game for long-form video. And now we’re changing the game again, this time by opening it up to Short-form creators and introducing revenue sharing to Shorts. This is the first time revenue sharing is being offered for short-form video on any platform at scale, adding to the 10 ways creators can already earn revenue on YouTube. It’ll be available to all of those in YPP — including the new, mobile-first creators, who will be joining the program for the first time.”
Lyor Cohen, YouTube’s Global Head of Music, said: “Creator Music is the future. We’re building the bridge between artists and creators on YouTube to elevate the soundtrack of the creator economy; it’s a win-win-win for artists, songwriters, creators and fans. With Creator Music, artists have a new way to get their music out into the world; fans can now discover music they love on their favorite creator’s channels, and both creators and artists will have new revenue opportunities.”
These creators and artists are using YouTube to lead the next wave of the creator economy and share how the announcements shared today will impact the broader ecosystem:
Producer/DJ, Marshmello said: “As an artist, Creator Music gives us an opportunity to tap into YouTube’s massive creator community and reach new fans. I’ve built an incredible global audience on YouTube and Creator Music feels like one of the latest evolutions that makes it such a valuable place for my music and more importantly, my fans.”
YouTube creators, Colin and Samir said: “Over the last three years, YouTube has paid out $50 billion to over 2 million creators, artists and media companies. through its Partner Program – more than any other platform. That’s $45 million a day. $1.9 million an hour, $528 a second. Every second. For the last three years. Today’s announcements prove that YouTube is continuing to lead the way in its commitment to creators everywhere.”
Multiformat creator, Kallmekris, said: “So many creators find themselves having to choose between video formats to best serve their unique goals. From a business perspective, the key benefit of Shorts for me is that they help me pull people into my community. Whereas for longform, it brings in a lot more revenue. That’s why this news about the partner program coming to Shorts is so great. My work will be supported in much the same way, no matter the format. That need for a strategic trade-off – weighing up the pros and cons – will disappear.”