YouTube, the popular video-sharing platform owned by Google, has announced that it will expand its monetisation plan for content creators who make short-form videos on YouTube Shorts. The company also shared some insights on the trends and features of YouTube in India, one of its largest markets.
YouTube Shorts monetisation policies
YouTube Shorts is a feature that allows users to create and watch short videos of up to 60 seconds, similar to TikTok and Instagram Reels. YouTube launched Shorts in India in September 2020, and since then, it has seen a surge in popularity and engagement. According to YouTube, Shorts has over 30 billion daily views and more than 1.5 billion monthly logged-in users worldwide.
To reward the creators who make Shorts, YouTube has introduced a new revenue sharing model that will start from February 1, 2023. Monetising partners, who are part of the YouTube Partner Program (YPP), will be able to earn money from ads that are viewed between videos in the Shorts Feed. This new model will replace the YouTube Shorts Fund, which was a fixed fund for creators.
To be eligible for Shorts ad revenue sharing, monetising partners will need to accept the Shorts Monetisation Module, which is a set of terms that let them earn from ads and YouTube Premium in the Shorts Feed. They will also need to have at least 1,000 subscribers and 10 million Shorts views over 90 days. YouTube will pool the revenue from the ads in the Shorts Feed and distribute it to the creators based on their share of views and music usage. The creators will keep 45% of the revenue, while the rest will go to YouTube and music rights holders.
YouTube Creator Music for original and licensed music
YouTube also announced a new feature called Creator Music, which is designed to help content creators access a wide selection of music for their videos while also paying the original artists and music rights holders. Creator Music is currently in beta version in the U.S., and is expected to roll out globally next year.
With Creator Music, creators can buy affordable, high-quality music licenses that offer them full monetising potential. They will be able to use the music in their videos without any restrictions or claims, and they will keep the same revenue share they would usually make on videos without any music. YouTube said that Creator Music will have millions of songs from various genres and languages, and it will also support independent artists who want to reach new audiences.
YouTube trends and features in India
YouTube India Director Ishan John Chatterjee shared some of the notable trends and features that YouTube observed in India in the past year. He said that YouTube has become a platform for diverse and inclusive content creation and consumption, spanning various languages, genres, and verticals across the nation.
One of the key trends he highlighted was the rise of short-form videos, especially in non-metro areas and regional languages. He said that Shorts has enabled casual creation and infotainment for users who may face literacy barriers or data constraints. He also said that Shorts has boosted the growth and engagement of channels that post both short and long-form videos, as well as the discovery of new talent and niches.
Another trend he mentioned was the growing consumption of YouTube on living room screens, such as smart TVs and gaming consoles. He said that this marks a significant shift in the platform’s evolution, as users are watching more content on larger screens and for longer durations. He said that YouTube has seen a 50% year-on-year growth in watch time on living room screens in India.
Chatterjee also talked about the news consumption trends on YouTube, and revealed that video has become the most preferred format for consuming news content in India. He said that YouTube has seen a 40% year-on-year growth in news watch time in India, and that users are accessing news content from various sources and perspectives on YouTube. He also said that YouTube has taken several measures to ensure platform safety and combat fake news, such as enforcing community guidelines, removing harmful content, promoting authoritative sources, and addressing synthetic content created through AI tools.
Chatterjee also shed light on some of the new and upcoming features and products that YouTube is offering to its users and creators in India. He highlighted YouTube Create, which is a feature that leverages generative AI to unlock new creative expressions and streamline the content creation process. He also mentioned YouTube’s focus on branded content through Brand Connect, which is a tool that connects creators and brands for sponsored collaborations. He also previewed the advancements in podcasting experiences on YouTube Music, which is a service that offers music and premium content to users. He also mentioned YouTube’s global milestone of 80 million paid subscribers, showcasing its popularity in the music and premium content spaces.
