YouTube offers more and more ways for video creators to earn money, as the company and its users strive to rely less on sometimes uncertain advertising contracts. New features include more subscription options, additional merchandise partners and another way to receive tips during live feeds. According to Neal Mohan, YouTube Product Manager, such direct monetization features have already begun to make money for "thousands upon thousands of channels".
In particular, YouTube's Super Chat – a service allowing viewers to pay for pinning comments on live feeds – has been a growing source of revenue for creators since its launch in 2017. During a presentation at VidCon today, YouTube has announced that over 90,000 channels are using the super-cat, with some streams recording more than $ 400 per minute. "With more than 20,000 channels on YouTube, super chat is now the main way to generate revenue," says Mohan The edge.
In recent years, YouTube has expanded the ways in which creators can earn money directly from their viewers. At last year's VidCon, he unveiled bargaining opportunities and memberships, allowing some chains to sell T-shirts and offer subscriptions. Features like these can dispel the fears surrounding the disappearance of advertisers, as happens sometimes during controversial events. Features also enable YouTube to better compete with platforms such as Twitch and Patreon, which have been particularly successful in giving creators new ways to generate revenue. YouTube takes a money cut that passes viewers to creators.
YouTubers' successes reach between five and six digits per year on YouTube, according to Mohan, and the number of creators in this category has increased by 40% in one year.
As part of its efforts to help creators earn more money, YouTube is adding new business partners to work with. From now on, YouTubers who collaborate with Crowdmade, DFTBA, Fanjoy, Represent and Rooster Teeth will be able to insert a frame under their videos, allowing users to browse the products they offer. YouTube also adds a new chat feature called Super Stickers, which fans can purchase at live events and premieres to show their appreciation for their favorite creators. Once purchased, a large animated sticker will appear in the chat.
The membership feature of YouTube is also expanding. Channels that can use subscriptions will now be able to offer subscription levels at up to five different price levels, with various benefits. This makes the functionality even closer to Patreon, which also allows creators to offer a number of membership levels for subscribers.
Mohan says the goal is to create opportunities for his creators to build a community. "And of course, we also have the ability to create … a true global business." Every creator is his own economic engine, he says, developing a burgeoning business on YouTube. While efforts such as channel memberships – now available to any creator with over 30,000 subscribers – continue to grow, YouTube has refined its monetization practices to allow creators to better tailor their experiences to fans.
For creators like Nick Eh 30, a Fortnite Streaming live with over 4 million subscribers, these initiatives have had a significant impact on how it earns money. Nick tells The edge about 50% of his income comes from super-cat and subscriptions. "I'm able to connect with my community because it's such an interactive product," he says. Since it focuses primarily on live streaming, it also gives it an easy way to interact with fans in real time. "It's thanks to these features that I've been able to use more than 4 million submarines in the last 10 months," he says. "I think it's because it's such a direct and instant way to get your message heard by your favorite creator … with Super Chat, you're listening. It's raw. It's just you and the creator. "
The growth of programs like Super Chat is a promising way for creators to earn money directly from fans, rather than with advertising money, but it's not without problems. In the past, Super Chat was a specific way for viewers to propagate hateful ideologies by paying for their comments to be prioritized and for creators to take advantage of them.
When asked how YouTube was fighting against these issues – especially that Super Chat was becoming a more important source of revenue – Mohan highlighted the company's policies on hate speech: "We've updated these policies through a lot of hard work in recent years. months, and we have just announced a new set of rules a few weeks ago. YouTube also analyzes on-demand content, as well as live streams and live chats.
When he explains exactly how this allows YouTube to fight more effectively than before against the toxic behaviors on his platform, Mr. Mohan said that YouTube has extended what was hate on his flat -form. "We have always had a set of policies that define what we consider hate speech," he says. "What we basically did is expand the type of content that is now hate speech … This content is now extracted from this platform." YouTube "works continuously" to build a new machine learning and automatic classification. tools to help implement these policies, says Mohan.
Mohan said he and his team are always looking for ways to create opportunities for more creators, while tweaking the current options. But these new additions, he adds, are feature extensions that have already proven to be successful. "These new products are not small experiences," he says.