Google was conspicuously absent from the panels at a Santa Monica fest for MCNs, but execs couldn’t stop talking about its video hosting giant.
As brands seek additional ways to monetize their content and brand, YouTube continues to deter extracurricular behavior.
According to Todd Longwell, YouTube “punishes channels for pushing off-platform,” most likely via lower ranking search results and less visibility in “related video” sidebar suggestions.
This behavior discourages YouTubers from driving fans to additional revenue streams such as merchandise platforms, leaving them evermore dependent on the 45% ad share.
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