YouTube implemented new monetization rules that will impact a large segment of their user base and make it harder to generate advertising dollars. Previously, a total of 10,000 lifetime views would enable a publisher to participate in YouTube’s Partner Program. Now that bar is set much higher, requiring at least 1,000 subscribers and 4,000 viewing hours over the last 12 months to be eligible to be in YouTube’s advertising pool. This disadvantages the up and coming content creators just getting their start on YouTube and channels with smaller audiences. Needless to say, the creator community isn’t happy.
This isn’t the first time YouTube has unexpectedly changed policies that jeopardize user’s ability to make money and reach audiences on the platform. Last year, YouTube began enforcing stricter content standards that resulted in many content creators losing advertising revenue. Many of Zype’s customers were affected by the rule change, including The Rebel Media who saw 90% of their YouTube ad revenue fall away in early 2017. You can find out more about how YouTube impacted The Rebel’s monetization strategy, here>>.
YouTube has continued to turn their back on the little guys in favor of larger, more “valuable” channels. As a result, more and more content owners (big and small) will take their content to other platforms that are more creative friendly, like Twitch. At the end of the day, the biggest impact for creators is that YouTube is no longer a reliable or effective platform to build an audience or make money.
Who’s in control?
The root of this issue goes far beyond advertising revenue, it boils down to control. Content owners put themselves at risk by relying on any single platform, like YouTube, to distribute their content. By doing so, they surrender control over their content audience and revenue and put themselves at the mercy of the platform’s terms and conditions.
If the nature of their content is deemed “inappropriate”, it is subject to be taken down. Even if a content owner is eligible for advertising, a big chunk of their revenue belongs to the platform. Their content may attract a large audience, but they don’t own that consumer data. Why does this matter? It matters because content owners no longer have control over their business’ future when someone else owns the land and dictates the terms.
Moving beyond YouTube
Now more than ever, it’s critical that content owners stop depending on third-party platforms and start distributing their content across multiple channels, including platforms they own and operate, such as their website and OTT apps. This is the only way that content owners will gain total control over their business.
That said, content owners shouldn't abandon platforms like YouTube altogether. It is a great marketing tool to drive brand awareness and build audiences. Instead of it being the end destination, use YouTube as a tool to redirect viewers to content on your website and other channels that are under your control.
Ready to take control?
Zype empowers content owners with the technology to easily launch their own direct-to-consumer service and gain ownership of their revenue, content, and audience.
Create new revenue streams that are NOT subject to revenue sharing. Publish content that is NOT subject to arbitrary rule changes at a moment’s notice. Your owned and operated website and OTT apps are completely under your control and you choose the monetization strategy that works best for your business and audience.
Zype helps you reach your full potential and take your content beyond YouTube. Build a direct-to-consumer business that is 100% under your control, where you own 100% of your revenue and your content can thrive across multiple platforms.
There's no better time to get started. Find out more about Zype's creator-friendly plans and gain total control for your business today.