Shulou(Shulou.com)11/24 Report--

YouTube, a video platform owned by Google, is trying to catch up with TikTok in the short video market, and the company announced that it will begin to provide a larger share of advertising revenue to popular short video creators, Beijing time.

At the "Made on YouTube," annual creator's event on Tuesday, local time, YouTube chief product officer Neal Mohan said that starting next year, the company would allocate a portion of its short video revenue to creators of high-volume videos.

"this is the first time we have offered real revenue sharing to short video creators on a large scale," Mohan said. "

It is not clear how much revenue this opportunity will bring to short video creators, as the sharing information provided by YouTube is still limited. YouTube said it pooled advertising revenue from short videos every month into a pool of money and distributed some of it to creators (but did not disclose a specific percentage), and YouTube would then pay 45 per cent of that to creators.

Popular video creators have long been able to make money on YouTube's main website by placing ads on videos and retaining some of their revenue. Back in 2007, Google launched the YouTube partner Program (YPP) to achieve this goal.

But so far, the only way to make money on YouTube by making short videos is through the company's $100 million short Video Fund (Shorts Fund) launched last year.

"starting from early 2023, creators who focus on short videos can apply to join the YouTube partnership program, provided that the threshold of 1000 subscribers and 10 million views of short videos is reached within 90 days," YouTube said in a blog post on Tuesday.

"the short video fund is our first step, but with the incredible growth of the short video field, the creator fund has been unable to keep up with demand," says Mr Mohan. "

YouTube is feeling the pressure from TikTok, which has gained more and more market share by providing a channel for people to make viral short videos with soundtrack. In the second quarter of this year, YouTube's quarterly revenue growth slowed to its slowest pace since Google's parent company Alphabet began reporting video sales in the fourth quarter of 2019.

Alphabet said it was testing its profit model for short videos and Ruth Porat, chief financial officer, had previously said YouTube was being challenged by a change in consumer behaviour that is becoming more and more popular with short videos.

In the new short video revenue sharing model, the creator's short video will receive the same amount of share regardless of whether the creator's short video contains copyrighted music or not, which will require YouTube to pay a license fee.

"this allows us to get rid of all the traditional complexities involved in music licensing." Mohan said.

Generally speaking, 55% of the revenue of YouTube video creators comes from ads played at the beginning or middle of the video. In short videos, advertisements are not attached to a specific video, but are played between two videos and in a short video stream.

Mohan said YouTube short videos are currently viewed 30 billion times a day, with 1.5 billion logged-in viewers per month, the same as the company's previous figures released in April.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.