Leaders Connect 2023
YouTube to share 45% of Shorts revenue with creators

YouTube to share 45% of Shorts revenue with creators

share on

YouTube is allowing creators to keep 45% of the revenue they earn from Shorts, distributed based on their share of total Shorts views, as part of its temporary Shorts Fund. The revenue share remains the same, no matter if they use music or not. Shorts allows users to create short-form videos that are up to 60 seconds long and can be seen as part of YouTube's plan to give TikTok a run for its money.

Revenue sharing for current and future YouTube Partner Programme creators will begin early next year. In Shorts, ads run between videos in the Shorts Feed. Revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing. YouTube expects the majority of its Shorts Fund recipients to earn more money under this new model, which it said was built for long term sustainability.

"This brand new approach allows us to reward all YPP creators who make up the Shorts experience, not just to those with videos running next to ads. In addition, since Music fuels some of our most vibrant and memorable Shorts, it simplifies the complexities of music licensing, so that creators don’t have to worry about whether or not they use music in their Short," Amjad Hanif, YouTube's VP of creator products, explained.

He added that revenue sharing on Shorts ads adds to its full suite of products, which enabled the company to pay creators, artists and media companies over US$50 billion over the past three years. Currently, the only way for creators to earn money via Shorts was through a US$100 million Shorts Fund launched last year.

It is also launching Super Thanks for Shorts in beta to thousands of creators, with a complete rollout expected next year. Viewers can show their appreciation for their favorite Shorts, and creators can interact with their fans through purchased, highlighted Super Thanks comments. YouTube is also bringing together brands and Shorts creators as part of YouTube BrandConnect.

Also, Shorts-focused creators can apply to the YouTube Partner Programme early next year by meeting a threshold of 1,000 subscribers and 10 million Shorts views over 90 days. Hanif said in a blog post that these new partners will enjoy all the benefits offered by the programme, including the various ways to earn revenue such as ads on long-form and Fan Funding.

A new level of the programme with lower requirements will offer earlier access to Fan Funding features like Super Thanks, Super Chat, Super Stickers and Channel Memberships. According to Hanif, short-form videos now have 30 billion daily views and 1.5 billion monthly logged-in users. Meanwhile, given that music is essential to Shorts and across the YouTube platform, YouTube is introducing Creator Music that gives creators easy access to a catalogue of music.

Related articles:
Google offers AR shopping on search, shows product feeds on YouTube Shorts
Can YouTube take on Spotify on the podcast front?


share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window