YouTube adds more ways for video makers to make money while the company and its users work to become less dependent on sometimes insecure advertising actions. The new features include more subscription options, additional trading partners and another way to receive tips during live streams. Direct revenue-generating features like this one, says YouTube's main product officer, Neal Mohan, has already started raising money for & # 39; thousands of thousands of channels & # 39 ;.
In particular, Super Chat from YouTube – a service that allows viewers to pay to record responses to live streams – has been a growing source of revenue for video makers since its launch in 2017. During a presentation at VidCon today, YouTube announced that more than 90,000 channels are available using Super Chat, with some streams bringing in more than $ 400 per minute. "For more than 20,000 channels on YouTube, Super Chat is now the most important means for generating revenue," says Mohan The edge.
Over the past few years, YouTube has expanded the ways in which makers can earn money directly from their viewers. Last year, VidCon unveiled merch opportunities and memberships, allowing some channels to sell T-shirts and offer subscriptions. Features such as these can worry about advertisers who relieve disappearance, as they do occasionally at controversial events. The features also enable YouTube to better compete with platforms such as Twitch and Patreon, which have been particularly successful in giving creators new ways to raise money. YouTube takes part of the money that goes from viewers to video makers.
Successful YouTubers earn five to six digits a year on YouTube, Mohan says, and the number of creators in that category has grown by 40 percent year on year.
As part of its efforts to make video makers earn more money, YouTube is adding new sales partners to work with. Now YouTubers that collaborate with Crowdmade, DFTBA, Fanjoy, Represent and Rooster Teeth can embed a box under their videos where viewers can browse the products they offer. YouTube also adds a new chat feature called Super Stickers, which fans can purchase during live events and premieres to show appreciation for their favorite video makers. When purchasing, a large animated sticker appears in the chat.
YouTube's membership function is also being expanded. Channels that can use memberships can now offer subscription levels with up to five different price points, with different benefits. This makes the function even closer to Patreon, giving video makers a number of membership levels for subscribers.
Mohan says the goal is to offer creative people the opportunity to build a community. "And then of course also opportunities to build a … truly global company." Each maker is his own economic engine, he says, and is developing a fast-growing company on YouTube. As efforts such as channel memberships – now available to every maker with more than 30,000 subscribers – continue to grow, YouTube has refined its revenue-generating methods to allow video makers to adapt their experiences to fans.
For makers such as Nick Eh 30, a Fortnite Live streamer with more than 4 million subscribers, these initiatives have had a significant impact on the way he makes money. Nick tells The edge that about 50 percent of his income comes from Super Chat and memberships. "I can communicate with my community because it's such an interactive product," he says. Because he focuses primarily on live streaming, it also offers him an easy way to communicate with fans in real time. "Thanks to these features, I have been able to reach more than 4 million users in the last 10 months," he says. "I think it's because it's a direct & immediate way to get your message heard by your favorite creator … with Super Chat you're in the air. It's raw. It's just you and the maker. "
The growth of programs such as Super Chat is a promising way for video makers to earn money directly from fans rather than through advertising money, but it's not without problems. In the past, Super Chat was specifically a way for viewers to spread hateful ideologies by paying to prioritize their comments and for makers to take advantage of it.
When asked how YouTube tackles these issues, especially as Super Chat becomes a greater source of income, Mohan pointed out the company's hate speech policy: "We have updated this policy through hard work over the last few months. Months, and we just announced a new set of policies a few weeks ago. "In addition, he says, YouTube searches on-demand content, as well as live streams and live chats.
When it comes to exactly how this enables YouTube to combat toxic behavior on its platform more effectively than before, Mohan says that YouTube has expanded what qualifies as hatred on its platform. "We have always had a number of policies that define what we consider hate speech," he says. "In essence, we have broadened the type of content that now qualifies as hate speech … That material is now being hit by that platform." YouTube is "constantly working" and is building new machine learning and automatic classification tools to enforce this policy, Mohan says.
Mohan says he and his team are still looking for ways to create opportunities for more video makers and to refine current options. But these new additions, he says, are extensions of functions that have already been successful. "These new products are not small, small experiments," he says.