YouTube Partner Program Changes: Everything You Need To Know (And How Paladin Can Help)

 

YOUTUBE PARTNER PROGRAM: WHAT IS CHANGING

As you’ve probably heard by now, YouTube has introduced new eligibility requirements for  the YouTube Partner Program (YPP), which allows creators to monetize their content. Sparked by growing brand safety concerns, these changes aim to protect YouTube’s advertisers from running ads on low quality content or content deemed unsafe for brands.

As of January 16, 2018, in order to join or remain eligible for the YouTube Partner Program, channels must have at least 4,000 hours of watch time in the last 12 months, and at least 1,000 subscribers. Once a channel meets these requirements, they will also be further evaluated for community strikes, spam, or other abuse flags in order to monetize.

These changes will definitely have an impact on MCNs and influencer networks, but don’t panic! In order to help you prepare, we’ve put together a helpful Q&A, and outlined solutions Paladin has created to help.

 

MCN QUESTIONS ANSWERED

What will happen to channels in an MCN that do not meet these new requirements?

According to YouTube, channels that do not meet these new Partner Program requirements will be fully demonetized and removed from CMS accounts by February 20, 2018.

How will this impact MCN revenue?

According to YouTube, about 99% of channels that will be removed from YPP are making less than $100.00 per year, with 90% making less than $2.50 in the last month.

Across Paladin’s clients with MCNs, we estimate a very small decline in gross monthly revenue from YouTube as a result of these changes, an average of -0.25%.

How will this impact the size of MCNs?

For most MCNs, Paladin predicts a significant reduction in the number of channels in CMS accounts, on average 80%. Note that the amount of channels that will be removed varies greatly across networks.

The silver lining is that this channel reduction will likely neutralize any gross revenue lost, or even result in revenue gains, as MCNs will make monthly payments to a smaller pool of creators, and in turn will shoulder fewer payment transaction fees.

If you are a Paladin client and would like specific estimates on the impact of  the YPP changes on your MCN, please contact your account manager.

 

SOLUTIONS FROM PALADIN

Can I still work with my creators that do not meet the new minimum requirements for YPP?

Yes! With the recent updates to Paladin, you are now able to add and manage creators who are NOT inside of a YouTube CMS. This works by having your creators authorize their YouTube or other social accounts directly with Paladin. You can still monitor their data, pitch them in campaigns, store all of their relevant personal data, and more!

Can I still accept applications from creators that do not meet the new minimum requirements for YPP?

Yes! You can accept new applications from creators who are ineligible for YPP and manage them within Paladin. Though note, you will be unable to invite them to a CMS and collect revenue from them until they reach the YPP eligibility threshold.

If you decide that you’d prefer not to work with a creator until they meet the YouTube Partner Program requirements, you can easily flag them in our system and send them an automated email explaining that they have not met the requirements. You can also monitor them and re-engage them when they do meet the requirements

Can I block creators from applying to my network if they do not meet the new YPP requirements?

Yes! Paladin can block applications from creators that do not meet the new YouTube Partner Program requirements.

 

Though YouTube is certainly enforcing rapid changes across their platform, our goal at Paladin remains the same: to offer easy navigation and understanding of these changes for our partners, and provide flexibility to run and grow your company using our tools.

Do you have additional feature requests related to the recent YouTube Partner Program changes? Feel free to contact us at [email protected]


Paladin is the essential influencer management platform. Trusted by media companies, brands, and agencies across 5 continents, our technology streamlines talent discovery, influencer management, and campaign reporting.

Paladin operates globally, with offices in the North America (Los Angeles, USA), Europe (Kraków, Poland), and Asia (Ho Chi Minh City, Vietnam). Learn more at paladinsoftware.com.

 

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What We Made This Year: Product Update

Holy road map, Batman! If you’re familiar with Paladin, you know that early versions of our software were developed when YouTube was still an adolescent platform and when it was practically the only online venue for video creators. So much has changed since that time. For us 2017 was Paladin’s coming-out party, when we consolidated our tech solutions into a single platform and introduced a collection of features leading up to the launch of our brand campaign management solution.

One User, Multiple Social Media Accounts

If there was a theme to our tech development this year, it was a response to the increasingly multi-platform nature of our space. When the year started, you could sign in to Paladin (or apply to join a network using a Paladin dashboard) with YouTube but not including accounts from other platforms. But early in the year, we created One User Profiles. It’s a capability that enables creators to join or log in using multiple accounts, with platforms including Facebook, Twitter, Instagram, and Snapchat. In turn, our software now aggregates and tracks the presence and performance of creator accounts across these platforms. Treating each creator as a single user with multiple accounts and data points has, by design, enabled new features that are advantageous for creators, networks, and brands.

Single Platform

Paladin was initially developed as three separate product suites: one each for network management, digital rights management, and talent discovery. Each had a slightly different user interface and required a separate login from customers who used more than one of these products.

Establishing Paladin as a single platform became a major goal in the evolution of our product. We achieved it in May, meaning our customers need to sign in only once to use multiple Paladin tools. Developing single-platform Paladin meant streamlining the design of each solution, and having a unified homepage from which our customers could easily jump from tool to tool. This change wasn’t only about ease of use. It was about a shift in mindset and organization, the idea that all the account and performance information Paladin collects on creators, individual network data (which is private to each network, of course), and more become a cohesive whole for comprehensive insights and tools that talk to one another.

(Here’s a related fun fact: Paladin actually has the largest private data trove of its kind, tracking over 20 billion views per month.)

Monetization & Payments

Payments were as much of a priority this year as they always are for us (hint: we like to say we’re a leader in creator payments). In particular, we added an Asset Manager tool to help assign and pay out YouTube revenue where no Asset Channel ID is available in YouTube’s reports, and we enabled support for automating YouTube Red Music payouts. The latter automatically calculates payment rates by country, eliminating hassle so our customers don’t have to manually do the math by region.

We also incorporated support for new revenue streams, YouTube’s Super Chat and Sponsorships features (now commonly used by esports and gaming creators) that fall within the YouTube Paid Features Report. This update makes it easy to handle the unique revenue arrangements that networks may have with specific creators for Super Chat and related features. To eliminate other manual headaches, we also added the ability to enter different revenue shares for videos on a partner’s own channel versus videos claimed on their behalf.

Staying one step ahead of new and revised payments reports is what we do.

Campaigns

Our biggest new solution of the year was our Social Campaign Management tool for managing brand campaigns across platforms including YouTube, Facebook, and Instagram.

Campaigns allows sales teams to easily find creators that align with the brand or agency being pitched, and to share beautiful, auto-generated RFP responses that are constantly updating with creators’ latest data.

Further, once a campaign has been sold, our customers can automatically track posts across each creator’s social media accounts. They can also aggregate data into automatically updated and shareable reports so third parties (usually brands) are always on the same page.

The bottom line is that Campaigns makes it way easier to package and pitch talent for brand campaigns, and to monitor campaign performance in real time.

Campaigns functionality continues to grow, and we’ll have exciting news to share on that front soon.

Data Insights

Having reliable data on individual talent, and aggregated across your network overall, is more complex and crucial than ever. We saw our clients struggling to aggregate data from multiple YouTube CMS accounts, as well as individual social accounts for each creator, so we dove into creating a solution.

With our Data Insights tool (now in beta), we leverage the power of the Paladin data warehouse to show a high-level snapshot of metrics such as views, followers, and more per platform across your network, as well as detailed analytics per creator so talent managers can audit performance and help creators grow with ease.

As our industry matures, having access to smartly organized business intelligence becomes increasingly mission-critical. It’s a way of making more informed decisions about creator roster and content creation choices, and even of determining the value and direction of your network.

Stay tuned for more about Data Insights in 2018. Finally, last but most important:

The People

This is not part of the platform, but we wouldn’t have the platform without these folks! We have two incredible teams of developers (one in Krakow, Poland; the other in Ho Chi Minh City, Vietnam) whose discipline, talent, and productivity made our big year possible. We were also fortunate to have experienced team members branch out from their usual roles at Paladin and use their insight to inform our products. Our Head of Design project managed the development of the Campaigns tool, and a longtime Accounts Manager applied her knowledge of customer needs to our Creator Relationship Management dev team – ensuring that our network and creator dashboards continually evolve in response to client pain points.


If you’d like to learn more about any of the projects we described here, email us at [email protected]

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