YouTube has updated its ad and monetization strategy for content creators to curb stealing and reuse of content on the platform. In a blog published Thursday, the company said: “Starting today, we will no longer serve ads on YouTube Partner Program videos until the channel reaches 10k lifetime views.”

YouTube Partner Program, which began in 2007, lets video creators monetize their content on the platform using advertisements, subscriptions and merchandise sale.  Currently, the streaming services pays creators a 55% share of the ad revenue from pre-roll ads that appear in of their videos.

What is the new update all about

  • Under the latest update, video creators will not be able to join the YouTube Partner Program and monetise their videos unless their channels reaches 10k lifetime views. “Any revenue earned on channels with under 10k views up until today will not be impacted,” the company’s blog said.
  • The threshold gives the company enough time and information to determine the validity of a channel.
  • “After a creator hits 10k lifetime views on their channel, we’ll review their activity against our policies. If everything looks good, we’ll bring this channel into YouTube Partner Program and begin serving ads against their content,” the blog added.
  • The company also added that in a few weeks it will start a review process for new creators who apply to be in the YouTube Partner Program.

How things worked earlier

Until Thursday’s update, anyone could start uploading videos and earn money on the platform after signing up for the YouTube Partner Program

Who does it effect

With a robust monetization strategy, YouTube is the go-to platform for most video creators. For example, 2016 saw the fastest growth of YouTube creators’ subscriber base in India. But discoverability on the platform is a problem, even with YouTube Red–the platform’s ad free and original video offering. The worst-hit will be new and smaller content creators. The 10k threshold will hold them back.

Many video creators have reacted with shock to the latest update.