Connect with us

Net Influencer

Creators Are The New Media Powers – And YouTube Is Helping Them Build Empires


Creators Are The New Media Powers – And YouTube Is Helping Them Build Empires

YouTube revealed in a February letter that it has paid over $70 billion to creators, artists, and media companies through the Partner Program over the past three years—more than any other platform. YouTube treats its top creators as the “next-generation studios” they have become.

 With over 3 million creators now enrolled in YouTube’s Partner Program, investing in creator monetization is a critical priority for the Google-owned company. “Protecting the creator economy is foundational to everything we do, and it’s good for business,” YouTube CEO Neal Mohan said in the letter.

As evidence of creators’ rising influence, YouTube plans to push for greater recognition of elite creators and their growing media empires on the global stage. According to the letter, many top creators now employ teams, engage with world leaders, and redefine entertainment.

However, most governments and industry associations still tend to overlook creators when reporting on labor statistics or representation in the media industry. YouTube aims to elevate the perceived legitimacy of professional creators as entrepreneurial media companies.

The company is aggressively expanding monetization opportunities to accelerate this creator economy. New revenue streams for creators include:

  • YouTube Shorts – the company’s TikTok competitor for short-form video. It is now averaging 70 billion daily views globally. In just one year since launching a revenue share model, over 25% of YouTube’s partnered creators earn money from Shorts.
  • Subscription offerings like YouTube Premium and Music Premium – surpassing 100 million combined subscriptions, providing lucrative revenue shares for creators.
  • Fan funding initiatives like channel memberships – have grown over 50% in the past year.

YouTube’s development of the creator economy is a strategic business focus. The success of creators directly impacts the platform’s own growth, with the Q1 2024 ad revenue up 21% year-over-year to $8.1 billion.

YouTube is positioning creators for long-term success across multiple content formats and distribution channels:

  • Promoting the rapidly growing trend of YouTube viewing on TV sets. Over the past three years, the number of top creators receiving the most watch time on TVs increased by over 400%.
  • Investing in premium TV-style content, such as securing the NFL Sunday Ticket rights and growing the YouTube TV cable replacement service to 8 million subscribers.
  • Using AI to help creators efficiently produce more content across multiple formats, from short-form to long-form videos.

As YouTube navigates this evolution, it remains focused on brand safety. The company has spent years building robust systems to moderate content responsibly, protect minors, fight misinformation, and stay ahead of challenges like deepfakes.

Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

More in Commentary

To Top