New Revenue Strategy By YouTube Seeks To Increase Revenues For Video Makers

After YouTube faced severe criticisms from bloggers and because of enhanced competition from rival platforms and apps, the social media platform is not adding more methods of making money for video-makers.

A large number of video-makers have been complaining with the platform that the changes that have been brought to the advertising policies of YouTube have created difficulties in making money for the videos that they upload om the platform.

“Channel memberships” that would let viewers pay $4.99 per month for exclusive content would now be rolled out by YouTube.

Similar features are already offered by the rivals of YouTube such as Twitch and Patreon.

Following the appearance of ads from popular brands together with extremist and sexual content, YouTube’s introduced the updated advertising policies.

Any video that were deemed to be “unsuitable for all advertisers” were banned from earning ad revenue under the new changes and those changes were called the adpocalypse” by video-makers who found that their incomes had fallen because of the changes.

The new features to be added by YouTube let video-makers to charge fans an amount of $4.99 a month to gain access to the exclusive badges, emoji and members-only videos. The video makers would also be able to sell merchandise such as “phone cases with a creator’s face on” beneath their videos. Users would also be able to host live-streamed “premieres” where video makers would be able to publish their latest work and chat with their fans at the same time in real-time.

Those video makers in the US who have a following of 100,000 or more would be allowed to offer paid memberships while those with over 10,000 followers but less than 100,000 followers would be allowed to put up merchandise for sale and host premieres for their videos.

The offering on games-streaming site Twitch is mirrored in the paid subscription strategy at YouTube.

There is enhanced competition from Facebook that is being faced by YouTube after the former launched the Instagram TV (IGTV) on Wednesday. Video-makers have bene encouraged to upload vertical videos on the new platform by Facebook but the social media platform still has no policy to share advertising revenue with video creators currently.

“Platforms such as Twitch developed opportunities for creators to receive money directly from their viewers,” said Alex Brinnand, editor of the YouTube magazine TenEighty.

“YouTube is now playing catch up and offering alternative monetisation options but the new threat of IGTV could change the game even further.”

“Creators are largely in favour of the direct-to-creator monetisation options, as it offers them higher revenue from people who are passionate about watching their content. This is something we’ve seen on crowd-funding platforms for a long time now, so it is really interesting to see the online video industry adopt this revenue model.”

(Adapted from BBC.com)

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