YouTube said Monday, Aug.23, that it has paid more than $ 30 billion to more than 2 million video producers on the platform over the past three years via ads, merchandising and other service features.
YouTube split ad sales with its creators for almost 15 years, starting in 2007, before rationalizing the number of paid channels to focus on those that met guidelines and audience thresholds after advertisers had boycotted the platform for inappropriate videos it allowed to be broadcast.
The number of new channels in YouTube’s ad program doubled in 2020, although it has not yet returned to pre-2018 levels.
Facebook, TikTok, and Spotify have tried – largely unsuccessful – to use new tools and payments to bring YouTube users to their platforms. YouTube accounts for 45% of most video ad sales, according to Bloomberg.
“Our responsibility as a global platform has created this place that works,” said Neal Mohan, chief product officer of YouTube, in an interview with Bloomberg. “When I talk to designers, it’s always about making the cake grow. A $ 10 share is always better than a $ 1 share.
YouTube also shares ad revenue with the so-called mainstream media that show YouTube videos on their platforms, although Mohan did not tell Bloomberg how much of the $ 30 billion went to those companies. A “huge, huge chunk” of the money goes to independent creators and musicians, he said.
Related: YouTube’s New “Super Thank You” Feature Marks The Evolution, The Potential Of The Digital Spike Pot
There are other ways to make sure YouTube creators give up their efforts with a little extra cash in their pockets, of course.
YouTube recently unveiled a Super Thanks feature that allows fans to tip artists they particularly like between $ 2 and $ 50. It shows on-screen celebration animation and colorful commentary with the person’s name below the video in the comments section when used. Super Thanks is available in beta in 68 countries on desktop, Android and iOS.
Super Thanks are another way for viewers to show their appreciation on YouTube, in addition to channel subscription, Super Stickers, and Super Chat, which allow users to leave tips during live broadcasts. The Super Merci feature does not require a live broadcast.