YouTube Ups Ante in Short-Form Video Wars

The creator wars spurred by TikTok’s explosive growth are heating up again. In the latest twist, YouTube confirmed it will share ad revenue with creators who generate videos for YouTube Shorts. The pitch may attract creators who haven’t seen as many opportunities to cash in on TikTok.

At its “Made on YouTube” virtual event on Tuesday, the Google-owned video sharing site offered more details about the effort, including that creators must reach 10 million Shorts views over 90 days to become part of its partner program. Those who qualify will also be eligible to earn money through other means, including channel memberships and tipping features. Executives called the move “some of the biggest changes” to its program since launching it in 2007. 

Neal Mohan, YouTube’s chief product officer, also seemed to take a swipe at TikTok and other short-form video players by pointing out YouTube beat the pack. “I'm proud to say this is the first time real revenue sharing is being offered for short-form video on any platform at scale,” he said.