You Down With YPP?
For all of you budding YouTube stars out there, you might want to rethink your position on making millions with your DSLR camera and Rode boom mic. It seems that YouTube has rethought their position on the YouTube Partner program, and this means you aren't going to be making any money for a while.
YouTube allowed everyone to join their partner program five years ago which opened the doors for every person with a camera and an idea for a video to join up for the mega millions they thought they could make. Of course this helped YouTube grow into the internet's biggest video platform, but where there is growth, there is bound to be some problems. Problems like people creating accounts and uploading other people's content. Some of these people even uploaded major record label content, and movie studio content. Let's not forget the most devious of all, the people uploading content owned by popular YouTube creators.
Well today YouTube announced they were waging war on the bad actors. They also revealed the secret weapon they plan to use to win this war, and for sure it was a big one. The goliath of video platforms has changed their partner program by not allowing creators to turn on monetization until they get 10K lifetime views on their channel. This is done in hopes it gives YouTube enough time to gather information into the authenticity of the channel, but they also wanted to set the view number low enough to not discourage new independent creators from singing up.
YouTube's VP of product management, Ariel Bardin, wrote in a blog post that this threshold will help ensure revenue only goes to the creators playing by the rules. Basically they are going to review a channel once it hits the threshold and see if there is activity against their policies. If all is good, they will bring the channel into the partner program. Once a channel is in the program, then YouTube will begin serving ads against their content.
Now this isn't only to curtail the bad actors. YouTube believes this will help in keeping the offensive videos away from the brands that spend money marketing on their platform. YouTube has been battling this problem over the last few weeks and they are hoping this will help them win. Brands obviously would not want to spend their money to be connected to something that offends the general public, or maybe their target audience or customer.
"This new threshold gives us enough information to determine the validity of a channel. It also allows us to confirm if a channel is following our community guidelines and advertiser policies."
-Ariel Bardin, YouTube's VP of Product Management
These moves by YouTube show they are trying to police the way business is done on its service, and with it getting closer to being in the realm of prime time television, this kind of action shows that the platform means business. YouTube is making sure it can stand toe to toe with the big dogs, but a lot of this is going to depend on creators and only time will show us how the creators, both old and new, react to the changes coming down the line.
Photo Source: Money Connexion