YouTube has announced new, lower requirements for monetization, aiming to onboard more creators. Eligible creators can now apply for the YouTube Partner Program (YPP) with 500 subscribers, 3 public uploads in the last 90 days, and either 3000 watch hours in the past year or 3 million Shorts views in the last 90 days. These creators will gain access to fan funding features like channel memberships, Super Chat, Super Stickers, Super Thanks, and the ability to promote their own products using YouTube Shopping.

These new thresholds are significantly reduced compared to the previous requirements of 1000 subscribers and 4000 watch hours in the past year or 10 million Shorts views in the last 90 days. Ad revenue share remains limited to creators who meet the current requirements. However, the new process makes it easier for more creators to get started on YouTube, even without a large existing audience.

The video-sharing platform’s move is aimed at attracting TikTok creators to its platform by offering better monetization opportunities. YouTube recognizes the popularity of short video clips and wants to tap into this trend. With its established platform for both short-form and long-form content, YouTube provides greater opportunities for creators to monetize their work. Given the uncertainty surrounding TikTok's future in the US, now may be the right time for YouTube to make this pitch.

YouTube is also targeting Twitch, which is facing a minor creator backlash due to new restrictions on cross-promotion and monetization. By lowering entry requirements, YouTube eliminates a barrier for Twitch streamers who were hesitant to switch platforms. This move may entice more Twitch streamers to join YouTube's program.

In addition, YouTube is expanding its in-stream shopping options, allowing eligible creators to feature and tag products from partner brands in their content. This provides another revenue stream for creators. Partnerships with over 50 brands are already underway to offer in-stream shopping, including Nordstrom, Sephora, Ulta Beauty, and Wayfair. This expansion of shopping features could position YouTube as a leader in this area and challenge TikTok's plans for in-stream shopping.

YouTube's strategic moves demonstrate its efforts to showcase its money-making potential to top talent and stay ahead of the competition. These changes are being rolled out gradually to creators in several countries, including the US, UK, Canada, Taiwan, and South Korea, with plans to extend access to YPP to all eligible creators worldwide over time.

YouTube Pushes To Acquire Talent From TikTok & Twitch, Lowers Entry Requirements For Monetisation