How Google wants to take on TikTok with YouTube Shorts’ latest move for creators – Times of India


The TikTok phenomenon is really going very strong in several parts of the world. Almost every big tech company — Meta, and Google among others — have been trying to keep pace with the popularity of TikTok with their own set of features and services. Google’s latest move for YouTube is also designed to take on TikTok. The tech giant has announced that it will share revenue with creators for YouTube Shorts.
In a blog post, Amjad Hanif, Vice President of Creator Products, YouTube, said that the company is announcing more ways for creators to become partners, new ways to make money with Shorts, and “a reimagining of how the music industry and creators work together.”


How will YouTube help creators make money on Shorts?

Google has — since 2007 — had YouTube Partner Program through which creators could make money from their content. The program is now expanding to creators of YouTube Shorts. Hanif revealed that starting in early 2023, Shorts-focused creators can apply to YPP by meeting a threshold of 1,000 subscribers and 10M Shorts views over 90 days. “These new partners will enjoy all the benefits our program offers, including the various ways to make money like ads on long-form and Fan Funding,” said Hanif.
Hanif further explained in the blog post that, in Shorts, ads run between videos in the Shorts Feed. “So, every month, revenue from these ads will be added together and used to reward Shorts creators and help cover costs of music licensing,” he noted.
From the overall amount allocated to creators, they will keep 45% of the revenue, distributed based on their share of total Shorts views. The revenue share remains the same, no matter if they use music or not.
Other new features for Shorts creators
YouTube is also launching Super Thanks for Shorts in beta to thousands of creators, with a complete rollout expected next year. Viewers can show their appreciation for their favourite Shorts, and creators can interact with their fans through purchased, highlighted Super Thanks comments.
Furthermore, YouTube is also introducing Creator Music, a new destination in YouTube Studio that gives YouTube creators easy access to the catalogue of music for use in their long-form videos. Creators can now buy affordable, high-quality music licenses that offer them the full monetising potential—they will keep the same revenue share they’d usually make on videos without any music.
For creators who don’t want to buy a license up front, they’ll be able to use songs and share revenue with the track’s artist and associated rights holders. Creator Music, is currently in beta in the US and will expand to more countries in 2023, said Hanif.





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