YouTube is still trying to catch up to TikTok in the short-video market, the Google-owned streaming platform says it will start handing over a more significant margin of advertising revenue to popular creators.
Neal Mohan, chief product officer for YouTube, said on Tuesday at the annual creator event “Made on YouTube,” that starting next year, YouTube will pay a portion of revenue from Shorts, distributed based on the videos that get the most views.
“This is the first time real revenue sharing is being offered for short-term video at scale,” Mohan said.
YouTube said that every month it will pool together ad revenue from Shorts. Of that sum, an undisclosed percentage is allocated to creators, and YouTube will pay them 45% of that amount.
Popular creators have long been able to make money on YouTube’s main site by running ads in their videos and keeping a portion of the revenue thanks to the 2007’s YouTube Partner Program (YPP).
Until now, the only way to make money in Shorts was through a $100 million Shorts Fund that was launched last year.
