YouTube is gearing up to include robust monetization for Shorts, its short-form video product, according to a new report from The New York Times. YouTube plans to run ads on YouTube Shorts with a revenue share for creators, according to audio from a YouTube general meeting obtained by The New York Times.
The Google-owned company plans to pay creators 45 percent of ad money from the Shorts, the report said. YouTube creators traditionally receive 55% of revenue from ads that run before and during videos on the platform.
Amjad Hanif, vice president of product management and creator products, said during the meeting that the payments “will really help creators understand why YouTube is the place to start their Shorts career.” Hanif also said that the company will allow creators to use popular music in videos and monetize the content. Previously, the revenue went to the music copyright holders.
The New York Times also reports that YouTube plans to make it easier for creators to be part of its partner program. Hanif said during the meeting that this is “the biggest expansion we’ve done in several years, creating new ways for creators to join the program.”
YouTube did not respond to The New York Times or TechCrunch’s request for comment.
These upcoming reported changes will help YouTube gain an edge over TikTok, which is arguably its biggest competitor. YouTube plans to become a viable and attractive platform for short video creators who want to get stable monetization for their content. It is worth noting that TikTok creators and YouTubers have has long criticized app monetization options, noting that payouts are low and inconsistent.
Although YouTube has a creator fund for Shorts users, the ad revenue cut will give creators access to stable monetization as opposed to one-time payments. YouTube launches its $100 million creator fund for Shorts last year. As part of the program, YouTube invites thousands of eligible creators to request payment ranging from $100 to $10,000 based on viewership and engagement with their Shorts videos.
Google started spreading ads on YouTube Shorts in Maynoting at the time that the launch marked a key step in the company’s journey towards developing a long-term monetization solution for YouTube Shorts for creators.