YouTube will pay $100 million to people who make popular videos for its TikTok competitor


Carsten Rehder/image alliance through Getty Images

YouTube introduced Tuesday a $100 million fund that will pay probably the most popular creators on its nascent TikTok competitor, Shorts.

“The Shorts Fund is just the first step in our journey to build a long-term monetization model for Shorts on YouTube,” the corporate mentioned in a blog post. YouTube added the fund will be launched within the coming months.

The fund comes as Google-owned YouTube tries to develop its consumer and creator base for its short-form video product, which is the corporate’s reply to mobile-first social media opponents like TikTok, Snap and Instagram’s Reels. YouTube is the newest to use a delegated creator fund to attempt to courtroom influencers on its cellular platform.

In its first-quarter earnings report, Google-parent Alphabet mentioned YouTube brought in $6.01 billion in promoting income through the quarter. That’s up almost 50% on a year-over-year foundation from $4 billion.

Alphabet CEO Sundar Pichai mentioned on the corporate’s earnings name that Shorts is garnering 6.5 billion each day views globally. The firm declined to present newer statistics for world and U.S. consumer bases. YouTube launched Shorts to all U.S. customers earlier this month, after launching in beta in the beginning of the yr.

The firm mentioned it will distribute the $100 million creator fund starting within the coming months and thru 2022.

Anyone is eligible to take part within the fund by creating “unique” Shorts that “delight the YouTube community,”  in accordance to the weblog submit. YouTube mentioned it will attain out to 1000’s of creators each month who acquired probably the most engagement and views. It’ll additionally ask these creators to share suggestions on the platform.

An organization spokesperson declined to share particulars about how a lot creators can earn, or the metrics that will decide who will get paid, and mentioned that the corporate would launch extra data in coming months.

YouTube mentioned eligible creators haven’t got to be part of its Partner Program, its present program that lets creator monetize their YouTube videos.

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