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.