How are creators responding to YouTube’s new Shorts ad revenue sharing?

Jahbari Taylor is a 27-year-old TikTok creator, who now has about 114,000 followers on the short-video app for his personal-finance and business-news videos. He has been monetizing the content through brand deals, making around $5,500 per month since September 2022. While he never intended to become a YouTuber, last November, a change in the way YouTube pays creators shifted Taylor’s thinking and pushed him to start posting on the platform. YouTube announced that it would start sharing advertising revenue with creators on Shorts, which is similar to TikTok’s short-video style.

This past Wednesday 1st February, Shorts videos are set to become a part of the YouTube Partner Program, which pays creators a portion of the revenue the platform earns from ads that run in its videos. Creators who meet the eligibility criteria will be able to get a share of the ad revenue on Shorts, as well as on long-form content.

Taylor is one of a handful of TikTokers who have spoken out about recently expanding to YouTube — posting both short and long-form videos — in part because they hope they can make more money from the platform than they currently do on TikTok.

Additionally, some creators had said that low payouts from the TikTok Creator Fund — a $1 billion investment allocated to pay creators based on the performance of their videos in 2020 — were so frustrating they quit the program entirely.

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