YouTube’s launching its biggest assault on TikTok yet, as part of its broader push to dominate the short-form video trend, with the announcement that it will provide more direct monetization options for Shorts creators. YouTube has established a new process through which it thinks it can provide an equitable revenue share. The 45% revenue split is also different to the usual YPP rev share, which allocates 55% of overall ad revenue to creators. The additional Shorts funding will help to sweeten its overall revenue share pie, which has already paid out over $50 billion to creators over the past three years. This could well see YouTube overtake TikTok as the platform of choice for rising stars, with this new program taking place. This is good news for creators as it means they will be able to make a living from their videos. The new program could also see YouTube overtake TikTok as the platform of choice for rising stars, with this new program taking place.

September 27, 2022 8:00 PM