While YouTube is still a favorite among creators, paying out $50 billion to creators over the past three years, the company said today, the platform is in the middle of an upheaval, switching to shorter video styles to keep up with the TikTok generation.
Related: How YouTube shorts is leaving creators with less money
This is where Chow, who has more than 13 million followers on TikTok, comes in. Many creators are struggling to transition to Shorts, which monetize differently from long-form videos. In longer videos, ads pop up before they start or midstream, giving creators a piece of that revenue. On Shorts, creators split money from ads that appear in the feed of other Shorts, a less-direct formula for payouts.
At the same time, YouTube is trying to convince marketers that Shorts are a path to building brands and driving sales. YouTube Shorts, similar to Meta’s Reels, don’t make as much money for the platforms as more developed ad products. YouTube’s ad revenue was $6.7 billion in the first quarter of 2023, a 2.6% decrease year over year, even as it reached 50 billion-plus Shorts viewed a day. YouTube said 1.5 billion people are logged in and watching Shorts each month.