No short-form video platform has yet figured out how to split ad revenue, making it difficult for creators on services like TikTok to make a living from their own videos alone. But YouTube decided to at least bypass the competitor and announced major changes to its partner program, which allows content creators to earn revenue from advertising on Shorts, its TikTok counterpart, reports TechCrunch.
Short video creators can now participate in an affiliate program that allows you to earn advertising revenue on YouTube. The program requires YouTube users to have more than 1,000 subscribers and 4,000 hours of watch time in the last year. Shorts creators can now join if they have at least 10 million views on the platform in the last 90 days. As members of the affiliate program, these creators will receive 45% of the advertising revenue on their videos.
“I’m proud to say this is the first time real revenue sharing is being offered for short-form video on any platform at scale,” said YouTube Chief Product Officer Neal Mohan.
TikTok has also started experimenting with ad revenue sharing, but its efforts are focused more on the advertiser than the creator, as only 4% of the most popular videos on TikTok can be monetized through the TikTok Pulse program, so it’s getting harder and harder for content creators to earn money from the TikTok Creator Fund.
YouTube also shared that this update to the partner program will allow the platform to license more music for use in Shorts, which could encourage creators to make more short videos. Creators will receive the same compensation regardless of whether they use licensed music or not.