YouTube is testing a new collaboration feature that enables creators to formally share credit on individual videos. The experimental tool allows content to be recommended to each collaborator’s audience, potentially expanding reach for all participating channels.

The new option displays collaborators on a video through both channel avatars, which appear stacked alongside each other, and within the creator listing beneath the title. Users can tap on an “…and X more” tag to view a full listing of channels that contributed to the content.

MrBeast is among the first to trial the co-author credits system, which requires mutual consent, preventing smaller channels from tagging larger ones without permission.

The collaboration tool offers functionality similar to what is already available on Instagram and TikTok. All three platforms now enable creators to tag collaborators directly in content, making it easier for viewers to discover all involved parties.

Potential Impact for Advertisers

While YouTube is currently focused on sharing bylines, EMARKETER speculates the platform could eventually split ad revenues between collaborating channels. This might involve even distribution among co-authors or percentages based on factors like contribution or subscriber counts.

The feature could open new advertising opportunities across channels. For example, advertisers might leverage partnerships between different creator types to reach diverse audience segments simultaneously.

Despite its benefits, EMARKETER notes the system has some constraints. The original uploader still receives first billing on collaborated content, requiring users to click on the channel name to see other creators. Connected TV viewers face an even more complex discovery path, needing multiple clicks to identify co-creators.

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