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Even though YouTube has long been a multi-million dollar company, individual creators can sometimes struggle to rely solely on integrated ad revenue (Quinn Nelson of SnazzyLab has a good explanation on this, if you have one hour to do it. Google is aware of these issues and is looking for ways to help YouTubers diversify their income. At VidCon, the company announced the addition of multiple levels of channel subscriptions, the expansion of online chat with stickers that can be purchased, and the addition of new native product options.
Super Chat is a feature that allows commentators to stand out in live chats by paying a small fee per message that makes them more visible over a long period of time. Now it is also possible to buy animated "Super Stickers" starting at $ 5. Super Chat seems to work perfectly for the 90,000 channels that have received the feature, their revenues having increased by 65% over the past year.
In the future, creators will also be able to create up to five different levels of membership in a channel and set different benefits for each, similar to those of Patreon. According to YouTube, this has been tested with the REACT channel of Fine Brother, among others, which now generates more than six times today's revenue. Of course, members also benefit from additional videos and other benefits, so it's of mutual interest.
Finally, YouTubers can now offer products in stores other than Teespring, Google announcing the arrival of Crowdmade, DFTBA, Fanjoy, Represent and Rooster Teeth. The offers of these merchandise partners are now also displayed just below the videos on the mobile app.
Another more altruistic option has also found its way into the platform. Creators can request donations for fundraising reasons via YouTube Giving, a service that comes out of the beta version in the United States. It allows viewers to offer money directly through the YouTube app itself.
Overall, these tools are essential for creators to continue to create their content in a sustainable manner. In a practical way, YouTube offers tools that were already used by the YouTubers outside of the platform itself, linking content creators closer to it – and of course, the video streaming service also takes decreasing share of subscription revenues and discussions.
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