YouTube Launches Shorts Fund, Claims it is Future of Monetisation Models
Earlier this year, YouTube launched Shorts, the platform’s attempt to take on TikTok, the popular short-form video app. The beta roll-out took place in India and parts of the US. Unlike TikTok, YouTube Shorts is not a standalone service. You won’t find a YouTube Shorts app in the App Store or on Google Play. YouTube […]
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Earlier this year, YouTube launched Shorts, the platform’s attempt to take on TikTok, the popular short-form video app. The beta roll-out took place in India and parts of the US.
Unlike TikTok, YouTube Shorts is not a standalone service. You won’t find a YouTube Shorts app in the App Store or on Google Play. YouTube Shorts instead lives within the service’s main mobile app. To use it, just open up the YouTube app you already have on your smartphone. Scroll down slightly, and you’ll see a “Shorts” section.
Perhaps what’s more interesting is that YouTube has introduced the YouTube Shorts Fund, a $100M fund distributed over the course of 2021-2022.
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Since Shorts is a new way to watch and create on YouTube, the company has been exploring fresh ways to monetise and reward creators for their content.
The Shorts Fund is the first step in that journey to build a monetisation model for Shorts on YouTube. The company plans to take the feedback gathered from the community to help develop a long-term program specifically designed for YouTube Shorts.
“We’re excited to start rewarding creators for their contributions through the Shorts Fund. At the same time, we’ll expand our Shorts player across more surfaces on YouTube to help people find new creators, artists and Shorts to enjoy. We will also begin to test and iterate on ads to better understand their performance,” said YouTube’s official blog.
The blog went on to say, “YouTube has helped an entire generation of creators and artists turn their creativity into businesses. We’ve paid more than $30 billion to creators, artists, and media companies over the last three years, and we remain deeply committed to supporting the next generation of mobile creators with Shorts.”
