According to the latest news, YouTube will begin running ads on some creators’ videos from today but it won’t pay them a portion of the ad revenue because they are not big enough to be enrolled in its Partner Program.
Typically, creators used to earn a part of the revenue generated from these advertisements through their role in YouTube’s Partner Program. The company has now introduced its new Terms of Service. With the new monetization rules, According to an update to the platform’s Terms of Service a creator who is not in the partner program “may see ads on some of your videos”.
YouTube said that before the launch of this update, these videos received ads in limited circumstances, like if they were monetized by a record label as part of a copyright claim. It seems that this update will mostly affect smaller creators who don’t have a huge viewership. As per the new guidelines of YouTube’s Partner Program requires creators to have accrued 4,000 total hours of watch time over the last 12 months and have more than 1,000 subscribers.
Google has generated the US $5 billion in the last quarter alone from this advertising business segment on YouTube. Frankly, Advertising is also a big deal for creators because some of them eventually rely on the site’s payouts to support themselves. With the new set of terms and conditions, YouTube will be able to run more ads on its platform and without paying anything to the majority.
YouTube said to The Verge that advertisements will still not run on videos from non-partnered creators that center on sensitive topics such as politics, religion, alcohol, and gambling.
As expected, the news was not well accepted by the YouTube community. Throughout the years, the creator community’s relationship with YouTube over advertising revenue has been deteriorating. Just a few years ago, back in late 2016 and early 2017, YouTube creators present in the Partner Program were hit by a sudden drop in advertising revenue as the platform struggled to contain disturbing children’s videos and other harmful content. After that, in 2018, the Logan Paul incident led to more changes in the Partner Program which created more difficulty for creators to earn revenue.
YouTube has not commented or disclosed anything about how many creators will start seeing ads run on their videos without payment but the company confirmed that channels of all sizes may see ads appear.