YouTube is increasing requirements for its content creators on its platform that will make tough for them to become eligible and earn money from ads run before and during their videos.
YouTube raises subscriber, view threshold for Partner Program monetization
Back in April 2017, YouTube started requiring channels to have a minimum of 10,000-lifetime views to qualify for its monetization program. The YouTube Partner Program has increased its threshold of 4,000 hours of watch time within past 12 months and 1,000 subscribers. The company explained criteria in a blog post:
They will allow us to significantly improve our ability to identify creators who contribute positively to the community and help drive more ad revenue to them (and away from bad actors). These higher standards will also help us prevent potentially inappropriate videos from monetizing which can hurt revenue for everyone.
That is bad news for smaller channels who don’t have a large audience and still play by YouTube’s policies and earn through their videos.
Anurag Shanker, a Mumbai, India-based composer and music producer who runs a handful of YouTube channels, explained that the new requirements pose a difficult challenge to upcoming creators:
Previously, it was possible to earn at least enough to cover the cost of your own DIY video projects over time. The gap between YouTube’s earlier requirements and the new ones is massive. Garnering 4,000 hours of watch time is a whole different ball game than trying to build an audience organically without specializing in video production and publishing. For myself and my colleagues, that means shelving some upcoming projects, because we’ll now need to find other ways to fund them.
YouTube will be looking out for its interest; its platform played host to plenty of disturbing content last year, including videos with violent imagery featuring beloved children’s cartoon characters. It also lost millions of dollars in revenue as important brands boycotted YouTube for running their ads alongside racist content.
It hardly seems like the best approach to fixing what’s broken at YouTube. It seems a large platform with hundreds of hours of video being uploaded every minute. Well, it is yet to see whether this approach is useful or not. However, it is for sure that this hurts small creators.
“Last February, Swedish streamer PewDiePie had more than 53 million subscribers when he published a video showing two shirtless men laughing as they held up a banner that read, “Death to All Jews.” This year, Logan Paul, another YouTuber popular with younger audiences, posted a clip with the camera trained on the body of a suicide victim in Japan. In those instances, it was the creators that took down the videos, not YouTube. And the company also didn’t demonetize or ban DaddyOFive, a channel that frequently filmed and published videos depicting acts of child abuse.“, reported by TNW
This move could help YouTube avoid for putting ads alongside malicious videos – but it also hurt its community and doesn’t address the real concerns surrounding an open-to-all platform. The company needs to think of smarter ways of identifying and dealing with disturbing content. Where’s AI when you need it most?