Youtube announces today at VidCon in Anaheim, California, that last year, YouTube used the event to launch new products such as channel subscriptions, merchandise displays, first and so much more. This time, many of these existing options have been expanded with new features, while introducing new products such as Super Stickers and Learning Playlists, the latter to promote YouTube's educational use.
Super Stickers, meanwhile, is intended to complement the existing monetization tool, Super Chat.
Launched in January 2017, Super Chat allows fans to pay for their message to stand out in a live broadcast or premiere of YouTuber. Today, YouTube states that Super Chat is now the primary source of revenue for nearly 20,000 channels, an increase of 65% over the previous year.
To date, more than 90,000 channels have already used Super Chat technology, and some are earning more than $ 400 per minute, thanks to this feature.
Given the dynamism of Super Chat, YouTube launches Super Stickers, which will be launched in the coming months. Fans will be able to purchase these new animated stickers at premieres and live feeds to show creators how much they love their content.
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The idea of Super Stickers seems to be inspired by the Twitch's Bits game site, which also offers animated stickers in chat to support video creators. However, YouTube Super Stickers will look different and come in different languages and categories – including games, fashion and beauty, sports, music, food, and more.
At last year's VidCon, YouTube also featured Channel Memberships, an extension of the previous "Sponsorship" model, similar to Gamers Gaming's Twitch, in which fans pay a subscription to access the special features associated with a favorite channel.
Currently, fans can choose to pay a $ 4.99 subscription to Channel Member for unique badges, new emojis, and other special benefits, such as access to exclusive live streams, additional videos or negative films. Today, YouTube is introducing a much needed change in subscriptions: levels.
With levels, creators can set up to five different price levels for subscriptions, each with its own benefits. This feature has already been tested by some YouTubers, including Fine Brothers Entertainment on their REACT channel. Revenues from their subscriptions to channels have increased six-fold after two more expensive pricing levels were put in place, YouTube said.
In addition, YouTube is expanding its Merch Tray feature, which was also launched last year at VidCon. Her first partner, Teespring, helped creators sell merchandise such as t-shirts, hats, phone cases and more. YouTube took a small commission on sales, but said the majority had gone to the creator – with the money earned from product sales themselves.
Today, the Merch Shelf is gaining several other partners, such as Crowdmade, DFTBA, Fanjoy, Represent and Rooster Teeth.
According to YouTube, "thousands" of channels have more than doubled their revenue since launch thanks to Merch, Super Chat and channel subscriptions.
Beyond monetization features, YouTube has also taken the time to talk about educational and inspiring use cases on its site.
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To help people use YouTube to learn something new, the company has launched a new feature called Learning Playlists, which offers more structure than the one currently available with playlists. This feature allows educational video creators to divide videos into chapters around key concepts, from the most basic to the most advanced. And it hides the recommendations from the Watch page – a first for YouTube.
Initially, only a few trusted partners could test this feature, including Khan Academy, TED-Ed, The Coding Train and Crash Course, to name a few.
Finally, the site's fundraising tool, YouTube Giving, is preparing to leave the beta after a year of testing. The feature will be launched in the coming months and will be available to thousands of US creators. Once live, fans can click on a donate button to donate to the non-profit association that the creator wishes to support.
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Before today's talk on the vidcon by Neal Mohan, director of YouTube products, the company had announced some well-received changes to the site's copyright infringement tools.
Copyright owners must now specify the timestamp of the video for their content to appear, while creators will be able to use an updated version of YouTube Creator Studio to easily remove the portion of the content associated with the content. claim.
This helps to resolve situations in which the manual claim system was used (or some would say abused) to claim very short content – even for a second to second or casual – as when a creator walks past a store playing music, for example. The company said in April that it was trying to solve this problem.
The new system allows creators to easily turn off the sound when playing the claimed song, replace it with unrestricted tracks, or quickly delete the offending content instead of deleting their video.
Creators generally appreciate the changes and new features that help them get more fans involved and make money (or at least not lose money).
That being said, YouTube is still under review for its biggest missteps and other practices like playing its recommendation system and its role in creating a wormhole for pedophilia; its alleged violations of COPPA, to which the FTC was alerted; its ability to radicalize viewers as they move towards ever more extreme content; his contribution to a world where parents exploit their children for money; and problems with the way it governs "freedom of expression" and hate speech, among others.
In general, YouTube has a lot to offer, apart from a few stickers and new ways to sell promotional items. But these are the types of tools that block the creators on the YouTube platform, despite the threats of other large technology companies such as Facebook, Instagram and now Snapchat, which has just announced new creations of creators.