"YouTube has put traditional media companies like Disney and Netflix on watch, grabbing the top spot in share of TV viewing among media companies for months running. But the Google platform is far from done. "It's still early days," Kurt Wilms, senior director of product, told Business Insider in an interview on Tuesday. "Especially with Gen Z." "YouTube's always known that creators are the lifeblood of what people want to watch, and I think it's flattering that other streamers are figuring that out and talking to creators, too," he said."
"Creators will be able to swap one sponsor for another so they can continue to monetize videos over time. Shorts creators will be able to add a brand's link to their videos so viewers can click to buy. New ad formats will run next to livestreams so they don't interrupt the stream and push away viewers. It's rolling out a way for creators to transition from free to members-only livestreams, which can help them build a new revenue stream."
YouTube commands the top share of TV viewing among media companies and continues expanding television-focused features. The number of channels earning six figures from TV screens grew 45% year over year, and over 30% of daily logged-in viewers watch live content. New creator tools enable sponsor swaps to preserve video monetization, allow Shorts creators to add brand links, introduce non-intrusive ad placements adjacent to livestreams, and let creators convert free streams to members-only for new revenue. Independent creators seek greater assistance securing large brand advertising dollars to capitalize on growing TV and live viewership.
Read at Business Insider
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