YouTube is sharing a smaller proportion of sales with Shorts creators to offset its significant investment in developing the feature, vice-president Tara Walpert Levy said. The new revenue-sharing plan, first reported by the New York Times, is meant to be a bigger and more sustainable lure than the fund and is something TikTok has yet to match. In April, YouTube created a $100 million fund to entice creators to make bite-sized videos in its bid to hang onto talent. They’re helping creators make stuff in multiple formats.” “But YouTube is taking a different approach. “Other platforms are focused on getting people their 15 seconds of fame, which is great,” she said. ![]() Hairstylist-turned-YouTube-creator Kris Collins, who goes by the pseudonym Kallmekris, lauded YouTube for offering revenue-sharing for Shorts. YouTube responded in late 2020 with Shorts, minute-long videos that attract more than 1.5 billion monthly viewers, biting back at TikTok. Also on AF: Japanese Inflation Close to 8-Year High, Over BOJ Target It currently offers $1 billion in funds to pay to video creators. The Chinese video platoform started out with a 15-second video limit but that has now expanded to 3 minutes, eating into YouTube’s market. ![]() ![]() Young eyeballs rested on the app for 91 minutes a day in 2021 – well above YouTube’s 56 minutes, according to research by Qustodio. TikTok has surpassed YouTube for time spent on the app by younger generations around the world, and is especially popular in the United States and the United Kingdom. That comes on top of the existing 55% of ad revenue it offers creators of long-form videos. The US video platform will now give creators 45% of ad revenue on its short-form video feature known as Shorts. YouTube has announced new ways for video creators to make money in a bid to prevent further lost business to China’s TikTok.
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