YouTube Nudges Channels To Become Partners, Serves Ads Without Sharing Profits

YouTube’s terms of service will change June 1, putting the focus on the right to begin running ads on some non-monetized videos.

For channels not yet in the YouTube Partner Program, YouTube will slowly roll out ads on a limited number of videos from channels that are not in YPP.

YouTube began testing this in the U.S. last November, and now will expand it globally. Creators outside of the U.S. not in YPP may see ads on some of their videos.

Channels that are not in YPP will not receive a share of the revenue from these ads, although they still have the opportunity to apply for YPP as they usually would once they meet the eligibility requirements.

Nothing has changed with the requirements or process to join YPP. The channel will not get any of the revenue from running the ad until it becomes a partner.  



Eligibility requirements to join YPP include following YouTube monetization policies; living in the country where the YouTube Partner Program is available; having more than 4,000 valid public watch hours in the last 12 months, and having more than 1,000 subscribers and a linked AdSense account.

Channels without these requirements could have their popular videos monetized without the chance to get a cut of the revenue. 

Why we care -- this could be a big deal for businesses that haven’t monetized their channels or individual videos. If your brand made the choice not to join the YPP because you want to keep your company videos ad-free, you may want to audit where your YouTube embedded videos exist across campaigns and websites and switch to a paid provider with no ads.

There’s no telling if a competitor ad could show up on your non-monetized brand video.

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