YPP: YouTube Partnership Program

CC: Content Creators

Stackholders

Primary: Small YouTubers

The primary group that is affected by this change in thresholds is the small YouTubers whom aren’t at these thresholds.

As it was stated in The Star, CC like Ray Reynolds (a travel vlogger) can attract more than 200, 000 views on his travel videos however, that wouldn’t equate to the watch hours threshold and thus, will be released from the YPP (Friend, 2018). Moreover, Jennie Chiong (kiss.jennie) is pulling in the correct amount of watch hours, however, she doesn’t reach the the subscriber threshold and thus, she’s further being released from the YPP (Friend, 2018).

As it was said by Reynolds, “I’ve never been in it for the money …[; however] I felt like something I had earned was being taken away and somehow, that made me want to hold on to it all the more” (Friend, 2018). As Michael Rizzi prophesied “just seeing $10 a month was very motivating, …[; if] there’s no incentive for [new YouTubers] to start ... down the line, it could really hurt the platform” (Friend, 2018).

Yes, to be successful you need to be ready to work hard and push out content. However, with the way that YouTube has implemented their algorithms they favour more towards to the popular content verses the smaller content. Thus, making the process for smaller CC to attract more views and subscribers hard.

Secondary: Viewers

As a secondary stockholder, the viewers of smaller YouTubers are being affected. The smaller YouTubers are trying to get people to subscribe and thus, asking for further subscribers and or asking people to share the video which is adding some additional time on to the videos. With the further addition, of the smaller YouTubers being less motivated to create video; it will create less interesting videos and will make it so that YouTubers won’t be posting as much. Which for the viewers they lose out on the content that they grow to like and subscribe to.

Tertiary: Big YouTubers

‘Big’ YouTubers or YouTubers that have surpassed the threshold are being affected by the change in a completely different way. With the count of YouTubers being monetization and reviewed going down; it will allow the bigger YouTubers to have top priority when it comes to being reviewed. It will boost their ranking within the algorithms.

Quaternary: Advertisers

With the change in the YPP it may anger advertisers to the point where they’ll want to back out and pull their advertisements from YouTube. Thus affecting Big YouTubers, YouTube Networks, and YouTube itself.

Quinary: YouTube Networkers

As stated in the “Issue” section YouTube Networks are releasing channels from their networks. This may cause issues with the reputation of the network and bigger YouTubers in turn may ask to leave the network to stand up and stand by the smaller YouTubers.

Senary: YouTube

YouTube thinks that with this new set of requirements it:

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 creators whom are bringing negativity to the community]. These higher standards will also help us prevent potentially inappropriate videos from monetizing which can hurt revenue for everyone (YouTube Creators, 2018).

In other words, YouTube is thinking that this will minimize the amount of bad content. However, in reality a number of smaller YouTubers do make great content but due to the lack of tools they can’t get their content out there and advertise themselves. In addition, YouTube has stated that:

Though these changes will affect a significant number of channels, 99 percent of those affected were making less than $100 per year in the last year, with 90 percent earning less than $2.50 in the last month. Any of the channels who no longer meet this threshold will be paid what they’ve already earned based on our AdSense policies (YouTube Creators, 2018).

With that being said, YouTube is admitting that they will be affecting a number of the community, however, it’s okay because they weren’t making much money anyhow. However, not are the CC losing out on the money but their also losing the ability to use a number of other helpful tools that are in place to help a channel grow like the ability to signup with YouTube Networks, fight a Content ID claim that maybe falsely issued (which is a major issue with in it’s self; more information Appendix C).

Appendix C

Read more about the algorithms of YouTube on my (Donald Louch) blog:

“The Algorithms of YouTube and Their Creators” by Donald Louch

https://donaldlouch.ca/algorithms-yt/

Friend, D. (2018). YouTube’s new rules for money-making video channels leave creators feeling sting | Toronto Star. thestar.com. Retrieved 24 January 2018, from https://www.thestar.com/business/tech_news/2018/01/22/youtubes-new-rules-for-money-making-video-channels-leave-creators-feeling-sting.html

YouTube Creators. (2018). Additional Changes to the YouTube Partner Program (YPP) to Better Protect Creators. YouTube Creator Blog. Retrieved 16 January 2018, from https://youtube-creators.googleblog.com/2018/01/additional-changes-to-youtube-partner.html