Social media alarm over YouTube revenue rule change


While the responses were appreciated by industry sources, most pointed out that the new rules announced would play no part in preventing future instances of similar non-advertiser friendly content profiting from the YouTube Partner Program.

The area most impacted by YouTube's policy change is monetization or rather, the eligibility conditions.

In a blog post, YouTube admitted the changes will affect "a significant number of channels", but added that "99 percent of those affected were making less than $100 per year in the last year, with 90 percent earning less than $2.50 in the last month".

In a, YouTube said it was tightening rules to stop "bad actors from harming the inspiring and original creators around the world who make their living on YouTube".

To allay creator concerns, YouTube also promised to increase the human vetting of videos - as opposed to the content assessment being done by algorithms or AI.

The changes, created to improve "compliance with advertiser-friendly guidelines", also require that posters have 1,000 subscribers and generate 4,000 hours of "watchtime" over a year before they can benefit from ad revenue.

Checks will be made on all channels in the Google Preferred programme, which is supposed to offer advertisers "brand-safe" videos from among the top 5 per cent of channels by popularity.

Christophe Paquette, half of the Gatineau-based duo behind YouTube video blog Hops and Bros, said his channel has been feeling the pinch.

The change comes after a backlash over a video showing the YouTuber Logan Paul fooling around by the corpse of a suicide victim. Weird videos aimed at children have also anxious advertisers.

Up to now, creators only needed a total of 10,000 views on their videos to join YouTube's revenue-sharing program, but the company claims that that threshold failed to surface spammers, impersonators, and other "bad actors".

YouTube said the changes are meant to give the platform more time to confirm channels are following content guidelines and discourage channels from producing inappropriate content.

The changes for YouTube creators suggest Google is bowing to pressure from the general public and advertisers following a string of incidences over the past year when videos were called out for content that is fake or otherwise distasteful, leading some advertisers to cut their YouTube budgets. A new three-tiered system will be put in place to allow brands to provide feedback on the placement of their ads.

Hundred of thousands of people signed a petition to have Logan Paul removed from YouTube and the Japanese police has sought him out for questioning.

A version of this article was first published by Campaign Asia-Pacific.

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