YouTube’s decision to share ad revenue on Shorts last month was intended to help creators make more cash. So far it hasn’t, and creators aren’t sure if (or when) it ever will.Creators can’t see past the fact that they’re actually losing money as a result of Shorts. Their content may be being viewed by more people because Shorts content reaches viewers far beyond a creator’s target audience, but those people aren’t necessarily going to enjoy what they’re seeing. It’s been a bugbear creators have had with Shorts from the get-go. So when YouTube told creators they could make money from the ads around their Shorts content earlier last month, they were wary that the revenue on the Shorts videos they produced would help alleviate the money they’ve lost as a result of it. Shorts gave creators incremental revenue because it was attracting ad dollars from somewhere they would not otherwise be able to access. But those dollars are far from additive for many creators. It’s only been six weeks since YouTube has offered the ability to monetize Shorts. But creators are far from sold on the idea, according to five talent managers, marketers and consultants, who spoke to Digiday. Collectively
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