YouTube’s Shorts, a competitor to TikTok, is becoming increasingly integral to the company’s monetization strategy. The company disclosed that a quarter of channels in its Partner Program are now making money through short-form videos.
This achievement comes just over a year after YouTube began sharing ad revenue with Shorts creators. With over 3 million creators worldwide in the Partner Program, it can be inferred that hundreds of thousands of Shorts creators are benefiting from the platform.
Revenue sharing for Shorts differs from longer-form content on YouTube because ads appear between clips in a feed. Ad revenue is shared among eligible creators based on factors such as views and music licensing, which YouTube claims is more profitable for individuals than traditional creator funds.
It remains unclear how much creators are earning from Shorts in comparison to other monetization programs on the platform. YouTube has not disclosed specific details but mentioned that it has paid out $70 billion to creators in the past three years.
The momentum of Shorts could continue to grow in the upcoming months. TikTok, which has been attempting to compete more directly with YouTube by promoting longer videos, faces a potential risk of being banned in the US. If that were to happen, YouTube would likely attract former TikTok users and creators.
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