YouTube has recently changed its Terms of Services and added a new section allowing the website to show ads on all videos regardless of whether the creator is large enough to be part of its Partner Program. This allows YouTube to monetize upon these videos but does not require them to provide payment to the smaller creators whose videos are being used. In the past YouTube would only run ads on videos from channels that were part of the YouTube Partner Program or used to be. To be eligible for the YPP, a creator has to have 4,000 public watch hours in the past year and over 1,000 subscribers. Now the only criteria for monetizing a video is whether it meets YouTube’s “Advertiser-Friendly Guidelines,” including no inappropriate language, violence, inflammatory or sexual content, drug-related or firearm-related content, and any content that explicitly states hatred against specific individuals or groups of people. All videos with ads will also have to meet brand safety measures set forth in the Global Alliance for Responsible Media.
YouTube has already reported a strong third quarter with ad
growth at $5.04B, but this new update to its terms will allow the site to bring
in even more ad-related revenue. This new update is already upsetting creators
who are outside of the YPP and not able to benefit from the addition of ads to
their videos. They believe that the site is exploiting their creations and that
this will only hurt the smaller creators in terms of views. This tactic could
prevent their growth on the channel and potentially take away from the viewing experience
of their followers, no matter how small that number is.
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