YouTube goes stricter. It is tightening the rules regarding its partner program and raising the bars that a channel/creator must meet in lieu of monetizing videos. This measure is being made effective immediately, and to apply for the monetization, along with the ads attached to the videos, creators have tallied almost 4,000 hours of an overall watch time on their channel within the past 12 months and should have at least 1,000 subscribers. YouTube would also enforce this new eligibility policy for all the existing channels from February 20. This states that channels that fail to meet the threshold would be no longer allowed to make the ads.
To look back, initially, the standard for joining YouTube’s Partner Program was 10,000 public views, minus the specific requirement for annual viewing hours. This is definitely a change that would undoubtedly make it harder for new, smaller channels to reach monetization. But YouTube regarded this to be an important step of buying itself more time to see who’s following the company’s guidelines and disqualify “bad actors.”
A very recent Blog Post by the company stated that “We’ve arrived at these new thresholds after thorough analysis and conversations with creators like you. They will allow us to significantly improve our ability to identify creators who contribute positively to the community and help drive more ad revenue to them (and away from bad actors). These higher standards will also help us prevent potentially inappropriate videos from monetizing which can hurt revenue for everyone”. Though not clearly mentioned, YouTube seems to reference the recent, high-profile Logan Paul in this regard.
This new stricter policy comes after Logan Paul, one of the YouTube’s stars creators published a video that enlisted a dead body in in Japan’s Aokigahara forest. Last week, YouTube had thrown Paul off its Google Preferred ad program and placed his YouTube Red original programming efforts on hold.
Of course, this is a chronic problem. Advertisers for years have complained about unwanted appearing along with disturbing videos on YouTube. The company has continuously promised changes for the rectification of this issue and has anyway implemented some. This new and staunch monetization structure is definitely quite an aggressive one compared to all the previous ones.
On a separate note, Google’s Paul Muret regarded that YouTube would be introducing a new “three-tier suitability system” in the next few months, aimed at giving marketers more control over the trade-off between running ads in safer environments versus reaching more viewers.