YouTube unveiled a new way for creators to make money on short-form video, as it faces intensifying competition from TikTok. READ
The Google-owned streaming service announced Tuesday that it would introduce advertising on its video feature Shorts and give video creators 45% of the revenue. That compares with its standard distribution of 55% for videos outside of Shorts, and TikTok’s $1 billion fund for paying creators.
“Other platforms are focused on getting people their 15 seconds of fame, which is great,” she said. “But YouTube is taking a different approach. They’re helping creators make stuff in multiple formats.” YouTube responded in late 2020 with Shorts, minute-long videos that attract more than 1.5 billion monthly viewers.
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.