YouTube’s short-video and commerce ambitions rely on creator adoption and participation. Creators are the lifeblood of YouTube, and it’s becoming increasingly clear that they have the power to move audiences to new features or formats, as well as sway purchase decisions.
YouTube creators will get more ways to monetize, and brands will benefit. The more money creators can make, the more likely they are to stick around, opening up opportunities for brands to work with them. Shorts ads, dual livestream hosts, and more commerce tools are being rolled out with creators in mind. But YouTube has also released more direct monetization options for creators: