Disturbing YouTube Ad Developments

YouTube Sets Stricter Requirements for Creator Partners in Response to Advertiser Concerns

Starting Tuesday, new creators applying to the YouTube Partner Program will need to have accumulated 4,000 hours of video watch-time for their videos within the past 12 months and have 1,000 subscribers to be eligible to earn advertising revenue from their channels.

Previously, the minimum threshold to participate in the revenue-sharing program was 10,000 views. But according to YouTube that didn’t provide enough information to weed out “bad actors” like spammers and impersonators.

And then things get weird and actually scary.

And here is where things get all weird and scary:

In addition, YouTube said all videos in Google Preferred — representing the top 5% most-viewed channels — will be reviewed by human moderators before they’re monetized. YouTube also is rolling out a three-tiered “suitability system” for advertisers to select their level of comfort with content they’re buying ads against.

It’s doubtful that anyone — anyone at all — has any knowledge of broadcasting history over at Google or YouTube. Because they’re now turning that clock backwards. In the early days of TV, advertisers dictated content. The TV execs and creators got fed up and basically threw the bums out. GoogleYouTube is now letting the bums back in.

What’s going to happen when someone posts a controversial opinion? What happens when someone speaks against a company that has a huge ad budget with YouTube? Will product reviews become demonetized? Will unpopular political opinions be demonetized? They’re opening a very bad rabbit hole here.

GoogleYouTube have repeatedly shown they’re not run by adults. Their leadership has evidenced the crippled ability of a teenager with attention problems and an aversion to the real world.

And this:

YouTube will retroactively implement the partner program requirements for existing creators on Feb. 20. That means channels that fall below the thresholds of 4,000 hours of watch-time in the past year and have fewer than 1,000 subs will no longer be able to run ads on their videos.

According to YouTube, the new requirements shouldn’t have a big impact on creators who make a living on the platform. According to YouTube, 99% of existing creators affected by the changes have been making less than $100 per year; around 90% have earned less than $2.50 in the past month. YouTube also said the creators who will remain part of YPP represent more than 95% of YouTube’s reach for advertisers.

Let me highlight the problem passage for those who can’t parse it:

According to YouTube, 99% of existing creators affected by the changes have been making less than $100 per year; around 90% have earned less than $2.50 in the past month.

One way of interpreting that is that a bean counter has said, “Hey, we can grab all that money by cutting off those people!” You see, what’s missing there is an actual number of creators. We also don’t know the total amount of money GoogleYouTube has decided to allocate to themselves instead of those creators.

I’ve seen complaints from many YouTube creators. Their viewers think they’ve been raking in big bucks. That’s not been the case. They’ve been making pocket change. But that’s still been something. Now YouTube wants them to work for free.

I wouldn’t be surprised if many more people discontinue their YouTube channels.

And that won’t be good for YouTube.

How can they forget the lesson that allowed them to become huge in the first place? YouTube was once nothing compared to TV. Look at the behemoth it’s becoming. It was David against Goliath.

Now it’s a Goliath that’s taking money away from all of the Davids that helped it become a Goliath.

As I said earlier, GoogleYouTube have repeatedly shown they’re not run by adults. Adults have the capacity to keep in mind the lessons of history. Especially the lessons of history that got them where they are.

This entry was posted in fraud, Human Variables, So Stupid It Hurts, Video Services. Bookmark the permalink.

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