YouTube tightens monetisation rules, making it tougher for smaller channels to earn

Sunday, 21 Jan, 2018

Advertisers don't want their ads — YouTube's lifeblood — running next to troubling videos. The video, since pulled from the platform, showed Paul laughing while approaching the body of an apparent suicide victim.

The biggest online video streaming website in the world is now under fire from advertisers, who, in the wake of vlogger Logan Paul's shocking suicide forest video, have growing concerns regarding the type of endorsers their products are being tied with through advertisements.

The changes, created to improve "compliance with advertiser-friendly guidelines", also require that posters have 1,000 subscribers and generate 4,000 hours of "watchtime" over a year before they can benefit from ad revenue. To qualify for the partner program, YouTube users had to meet a previous threshold of 10,000 total views.

The downfall from the upload has been massive, and now everybody is feeling it. Google announced changes coming to Youtube regarding monetization. Many are calling for bigger YouTube celebrities to speak out against YouTube's new policy, but this change is not necessarily a surprising turn of events. The new floor, however, is a good decision.

Last February, Swedish streamer had more than 53 million subscribers when he published a video showing two shirtless men laughing as they held up a banner that read, "Death to All Jews".

What this all means for creators depends on how popular they are.

You may have been wondering why a lot of YouTubers are in panic mode asking people to subscribe to their channels; the reason is YouTube is tightening the rules around its partner program and raising the requirements that a channel/creator must meet in order to monetize videos.

Because of this, YouTube has chose to be more stringent in screening those channels that can be monetized. Nothing changed in either of these situations, and arguably, each user received little more than a slap on the wrist. Companies like Jukin Media could reach out to the owners of clips going viral with the short-term value of helping them quickly flip the appropriate monetization levers to capitalize on the sudden influx of views. The 22-year-old vlogger removed the video.

The overall changes to their policy will cut out any monetization opportunities for the smaller creators of YouTube, which make up a large percentage of YouTube's community.