YouTube made its top video creators an offer they literally
couldn’t refuse, or they’d have their content disappear. Today
YouTube confirmed that any “partner” creator who earns a cut of ad
revenue but doesn’t agree to sign its revenue share deal for its
new YouTube Red $9.99 ad-free subscription will have their videos
hidden from public view on both the ad-supported and ad-free
tiers. That includes videos by popular comedians, musicians, game
commentators, and DIY instructors. […]
According to Chief Business Officer Robert Kyncl at today’s
YouTube Red launch event, 99% of content consumed on YouTube will
be still available, noting that the vast majority of creators
signed the deal. But they didn’t have much choice, otherwise
they’d lose out on both the previous ad revenue, the new
subscription revenue, and the connection with fans.
Kyncl says YouTube will pay out “the vast, vast majority of
revenue” to creators, but he repeatedly refused to detail what
that percentage would be. Subscriptions music service Spotify pays
70% and Apple Music pays 71.5%. Earlier this year, a change to
YouTube Partner Program Terms said creators would be paid just 55%
of revenue. That would be comparatively low.
To the victor go the spoils — YouTube dominates online video to an almost unimaginable degree.