YouTube made a splash when it announced last fall it would begin sharing ad revenue with creators who make short-form videos known as Shorts, starting February 1. But I predict that creators will be disappointed by the payouts they receive.
Creators have long considered the Google-owned video sharing site the most consistent and lucrative when it comes to earning money directly from a tech platform, largely due to YouTube’s long-standing practice of paying video producers a portion of the revenue from ads. On a typical YouTube video, it’s pretty simple: An ad runs before or during a creator’s video and YouTube pays the creator 55% of the ad revenue generated from that video.
