YOUTUBE TWEAKS MONETISATION MODEL IN RESPONSE TO ‘ADPOCALYPSE’

Social video sharing platform YouTube is rolling out a “channel membership” paid subscription option to its top creators, following criticism that its latest ad policies make it hard for publishers to earn money.


In a model already employed by competitors such as Twitch and Patreon, the platform will let publishers with more than 100,000 fans charge $4.99 a month for access to exclusive content, while those with over 10,000 followers will be able to host live-streamed “premieres” and advertise merchandise beneath their videos.


YouTube updated its advertising policies in the wake of a number of complaints about popular brand ads appearing next to inappropriate content on the site, branding a large portion of videos “unsuitable for advertisers”.


However, this prompted a backlash from YouTube’s video-maker community who called the update the “adpocalypse”, many of which saw their income from advertising fall as a result.

Competitor pressure