Chart: Shane Burke

YouTube Increases Pressure on Instagram, TikTok to Share Ad Revenue

By  |  Sept. 19, 2022 4:14 PM PDT
Photo: Chart: Shane Burke

Social media companies are gradually introducing more ways to share their ad revenue with creators to keep them on their apps. YouTube is preparing to give creators 45% of the ad revenue generated on YouTube Shorts, the video platform’s short-form video feature, The New York Times reported late last week. That’s a smaller cut than the 55% of revenue creators on YouTube’s flagship longer videos take home, but it’s still a hefty portion. Our latest chart shows where apps focus their payouts to creators. 

Snap gives creators an undisclosed portion of ad revenue it earns through midroll ads on disappearing Stories, its original core product. It also shares ad revenue with creators who launch syndicated shows on Snapchat Discover, its video feed. Twitch pays creators 55% of the revenue for each ad that runs on their stream. But Instagram has not shared with creators revenue from video ads since February, when it ended support for a policy that shared revenue through ads in long-form IGTV videos, which it later folded into Reels. 

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