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Shorts Changed The Game How YouTube's Billion-Dollar Bet Is Paying Creators


“Shorts Changed The Game”: How YouTube’s Billion-Dollar Bet Is Paying Creators

YouTube’s Shorts feature is now seeing over 70 billion daily views for videos under 60 seconds since launching the format in 2021. The feature provides creators with fresh ways to earn money, and the community is leveraging the new forms of creativity and voices on the platform, the company’s announcement reads.

A year after introducing revenue sharing for Shorts through the YouTube Partner Program (YPP), the company reports that more than 25% of YPP channels are now earning income from this revenue stream. YouTube believes in powering creators’ success, reflecting its business model premise that the platform only succeeds when its creators do.

While still early days, creators are already seeing their passion pay off financially through Shorts. Notably, over 80% of creators who joined YPP by meeting Shorts eligibility thresholds are now also earning from YouTube’s other monetization features like advertising, fan funding, the Premium package, brand deals, shopping, and more. 

This demonstrates how Shorts has opened the door for creators to capitalize on the platform’s multiple revenue streams. Several top creators exemplify the format’s creative and financial potential:

  • Alan Chikin Chow (38.7M subscribers) credits Shorts revenue sharing as “changing the game” for building a sustainable business on YouTube while inspiring millions with uplifting content.
  • Beauty creator Sydney Morgan (7.6M subscribers) says she is “comfortably making a living” from Shorts revenue alone as one of YouTube’s fastest-growing beauty channels.
  • Mrwhosetheboss (18.2M subscribers) calls Shorts “absolutely transformative,” allowing rapid audience growth and covering production costs, though still not matching long-form revenue.
  • Rebecca Rogers (2.4M subscribers) transitioned from teaching to comedic YouTube stardom thanks to pandemic-era Shorts, now affording her home ownership.
  • Indonesian creator Meissie (10.4M subscribers) grew to over 10M subscribers in just two years through relatable product review Shorts.

Sixteen years after launching YPP with just a handful of creators, YouTube has grown the program to over 3 million worldwide. The platform has paid $70 billion to creators, artists, and media companies over the past three years – more than any other creator monetization platform.

While the short-video format monetization is in its early stages, YouTube sees an opportunity to bring together creators, viewers, and advertisers to grow the short-form video ecosystem creatively and financially. As the creator community continues investing in Shorts, the company expects this new revenue stream to keep expanding.   

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David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

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