Earlier today, Robert Kyncl, Youtube’s Chief Business Officer announced the launch of the YouTube Shorts Fund, a $100M fund distributed over 2021-2022. Each month, we’ll invite thousands of eligible creators to claim a payment from the Fund. This is the first step in our journey to build a monetization model for Shorts on YouTube and any creator that meets our eligibility criteria can participate. We’re excited about what this means for creators in India. Not only does the Shorts Fund reward the next generation of mobile creators for their original contributions to Shorts, it also offers them a new way to earn money and build a business on YouTube.
YouTube has helped a growing community of Indian creators and artists to transform their creativity into viable businesses. Along with the YouTube Partner Program, which is our unique business model that shares the majority of revenue generated on the platform with creators, YouTube has continued investing in new monetization options for creators beyond advertising, including Merchandise, Channel Memberships, Super Chats and Super Stickers. We have seen a demonstrable impact of these revenue sources, with over 100% growth in creator revenue in India coming from features like Super Chat, Super Stickers, Channel Memberships and Merchandise between February and May 2020.
In addition to the Shorts Fund, here are 7 ways in which creators can continue to earn more revenues from their content on YouTube and build robust businesses.
Ads have been at the core of creators’ revenue streams, and continue to be the main way that creators can earn money on YouTube. Once in YPP, creators can decide which videos to turn on ads for. In addition to our Community Guidelines, videos must meet our Advertiser-Friendly Guidelines to be eligible for ads. Creators receive the majority of the revenue generated from ads on YouTube.
YouTube Premium is a paid subscription option which enables members to enjoy ad-free content, background playback, downloads, exclusive content and premium access to the YouTube Music app. The majority of subscription revenue goes to YouTube partners.
The merch shelf allows channels to showcase their official branded merchandise right on their watch page on YouTube.
Bhuvan Bam launched his everyday streetwear brand, Youthiapa, in 2017 after building an enviable subscriber base for BB Ki Vines in just two years since he began uploading comedy sketches to YouTube. Today, more than 20.7M of his subscribers can browse for their favourite merchandise from tees to caps and even masks right by accessing his store on the channel.
When Garden Up’s Ekta was looking to grow her home decor and gardening accessories business, she introduced the YouTube Merch Shelf and displayed the Store tab on her channel, allowing her to showcase her products to her 1.28M subscribers.
Fans watching livestreams and Premieres can purchase a Super Chat: a highlighted message in the chat stream that stands out from the crowd to get even more of their favorite creator’s attention. Samay Raina emerged as one of the most subscribed chess streamers in India, clocking over 100M views for his content that sits at the intersection of chess game play and comedy. Samay not only supercharged interest in an age-old game, but has also increased his earnings from his YouTube channel at a time when revenues from on-ground gigs had come to a halt, building an engaged community of fans, with Super Chat.
With Super Chat, our leading gaming creators including Dynamo Gaming, MortaL, and Gamerfleet have taken their livestreams to the next level, creating immersive and interactive experiences for their audiences while monetizing their channel.
Another way followers can show support during livestreams and Premieres is with Super Stickers, which allows fans to purchase a fun sticker that stands out. We have seen creators such as Payal Gaming, Natasha Gaming and Curlbury use Super Stickers to great effect.
With channel memberships, creators can offer exclusive perks and content to viewers who join their channel as a monthly paying member at prices set by the creator. Nitin Bhatia, a creator who is also a full-time trader, utilizes channel memberships to share exclusive educational videos on stocks, real estate and personal finance with his members. He has seen almost a 6X increase in YouTube revenue within 18 months.
Among Carnatic musician Sanjay Subrahmanyan’s growing subscribers are Indians living abroad who have found a unique way to connect with their culture through his channel. Every month, he enthralls his audience with Sanjay Sabha that includes exclusive access to a special concert each month and early preview to his other videos.
Viewers can give thanks and appreciation on uploaded videos as well through Super Thanks, the newest member of the Supers family. Super Thanks enables fans to support their favorite channels, while giving creators access to a new source of revenue. As an added bonus, fans will get a distinct, colorful comment to highlight the purchase, which creators can respond to. We’re excited to see how our creators will use Super Thanks to keep their connections with (super) fans meaningful!
Every new fan that subscribes to their favourite creators’ channels, every new member that joins, every like, comment received and every rupee earned goes into building the business ventures of tomorrow. At YouTube, the passion and ambition of our creators fuels us to continue innovating new ways to help them realise their goals and we are committed to introducing more revenue opportunities for our creators.
Posted by Satya Raghavan, Director, YouTube Partnerships, India