YouTube Targets TikTok With Monetization For Creators' Short Videos – Forbes

YouTube just took arguably its biggest swing yet at TikTok as the platform war intensifies.SOPA Images/LightRocket via Getty Images The Google-owned giant is putting the squeeze on rival video platform TikTok by launching revenue-sharing for YouTube Shorts. YouTube has unveiled a new way for creators to monetize Shorts, a change aimed at making the short-form videos more lucrative for some of the biggest stars and aspiring talent on the internet. The move is arguably YouTube’s biggest swing yet at TikTok, a rival video giant from China that is, as some say, eating the lunch of American social media companies—snapping up U.S.-based creators and audiences in the intensifying platform war. Starting next year, eligible YouTube creators will be able to keep a more sizable portion of monthly ad revenue coming from Shorts, executives announced Tuesday at “Made on YouTube,” an event in Los Angeles that featured speakers including singer Jason Derulo, online personalities Colin and Samir, famed choreographer Kyle Hanagami and hair-stylist-turned-viral-entertainer Kris Collins. They will split that revenue with the music partners whose songs are used in the videos. (How much, exactly, creators will pocket is unclear: YouTube’s messaging has led some to believe posters will keep 45% of their…
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