'We want YouTube to be the place that gives them the greatest support within the changing digital landscape today.' 'This is the first time real revenue sharing is being offered for short form video on any platform at scale,' said YouTube chief product officer Neal Mohan during a company event. While YouTube has been sharing advertising revenues with creators of long-form videos on its platform for more than 15 years, this step could provide them with an edge over its short video rivals in attracting new creators while retaining existing ones on its platform, since none of them currently has a revenue sharing arrangement in place, although several players have announced dedicated creator funds. The existing programme currently requires YouTubers to have over 1,000 subscribers and 4,000 watch hours over the past year.

Starting in early 2023, Shorts-focused creators can join the programme if they have 1,000 subscribers and at least 10 million views on their short videos over 90 days.

This move is part of major changes the company is rolling out to its YouTube Partner Program, enabling Shorts creators to apply and make money through different formats on the platform. YouTube announced on September 20 that it will start sharing advertising revenues with creators of its bite-sized video feature Shorts from early 2023, as the Google-owned platform looks to counter the rising threat from rivals such as Meta and TikTok across the world.

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