YouTube has evolved from a video hosting platform to something even bigger. It’s become a platform for people to connect, discover, share, promote one’s content and most importantly earn. YouTubers being the more relatable term, has emerged as a profession now allowing people to become popular, use their content and earn an incredible amount of money. The highest-earning YouTuber PewDiePie has an annual income reaching $15 million. YouTube’s latest policy under the YouTube Partner Program (YPP) will make it difficult for earning through its platform as it will only place ads on videos that have 10,000 views.
YPP which was introduced in 2007 allows creators to monetize their content by working with YouTube on producing better content. This allowed just any YouTube account to start getting paid through ads placed on their videos. However, the new rule will now make it strict for any creator to join the YouTube Partner Program. YouTube explains its blog post that although creators are seeing a lot of growth in their content which is helping them earn, the company has also been “seeing cases of abuse where great, original content is re-uploaded by others who try to earn revenue from it”.
YouTube however assures that ‘aspiring creators’ will have minimal impact on their content through this new policy. It also clarifies that any YouTube channel having views below 10k and has earned revenue will not be affected at all. It doesn’t end here though, as YouTube will be adding a review process as well to determine whether ads should be placed on videos or not. Even after a video gathers 10k views, folks at YouTube will review that particular channel’s activity against their various policies and hence decide if it can enter YPP. This, as YouTube says is to ensure that “revenue only flows to creators who are playing by the rules”.
YouTube’s latest policy on ads and monetizing content comes after the recent case of many companies pulling their content from its platform. This began with firms in the UK like RBS, Lloyds, HSBC and Marks and Spencer pulling their ads from YouTube as they appeared next to content related to extremism and terrorism. Google did apologize for this and has been asked by the UK government to come up with a plan for resolving this matter. Google, in its statement, said that the tech giant is “raising the bar for our ads policies, simplifying advertiser controls and adding safer defaults”. YouTube’s development sees as a first action taken after this incident and it remains to be seen if a change would occur.