YouTube’s Creator Awards Hit by ‘Shrinkflation’

About 12 years ago, YouTube started sending out physical awards when creators hit certain subscriber milestones. Those silver and gold plaques, known as Play Buttons, have become coveted status symbols for YouTubers and a welcome recognition of their hard work. 

But as YouTube leaders bring a new focus on financial discipline, the video-sharing site has reduced the size of the plaques, it recently announced on a support page. For example, plaques celebrating that an account had surpassed 1 million subscribers are now about 30% of their original size, according to a person who has seen the awards side by side. They’re also lighter: The previous awards for earning 1 million subscribers weighed about 4 pounds, while the new ones weigh just one, the person said.