YouTube had started to match ‘edgy’ video creators with advertisers to boost the revenue yield of the ‘edgy’ creators. YouTube differentiates the advertisers’ friendly videos with non-advertisers friendly videos with a yellow icon next to the video. Those videos with inappropriate content will have this yellow icon next to it. YouTube is searching for advertisers who are willing to advertise alongside these ‘edgy’ videos.
YouTube actually does the job of not showing ads alongside videos, which includes extremist and violence content. But, it also makes sure that it does not affect gaming video creators, which includes violence because this will lose their capability to earn ad money from Google. Thus, YouTube has started to match them with the advertisers who are willing to advertise alongside these video creators, increasing their revenue.
Actually, according to YouTube policy, videos containing elderly, inappropriate content and swear words will not receive any ad money from Google. These video creators will be forced to do it free. This will cut their revenue. This policy will either result in confusion for video creators. That is, they either have to stick with their content if they want to be genuine to their channels, and for the purpose, they created it, even if they are inappropriate. But this will make lose the potential to earn ad money from Google.
But, on the other hand, they can stick to advertiser-friendly content and receive ad money from Google. YouTube is now experimenting with matching ‘edgy’ content with advertisers. But edgy content means fully not inappropriate — for example, the gaming video creators who may include violence and other things.
Susan Wojcicki, the CEO of YouTube, said, “As you know, yellow icons are a signal that only limited advertising can run on a particular video because of its content.” She added, “We’re working to identify advertisers who are interested in edgier content, like a marketer looking to promote an R-rated movie, so we can match them with creators whose content fits their ads. In its first month, this program resulted in hundreds of thousands of dollars in ads on yellow icon videos.”
Actually, as said, these videos will be indicated by a yellow icon, which means “not suitable for all advertisers”. For instance, these videos will be suitable for promoting R-rated movies. Susan Wojcicki, the CEO of YouTube, said, “in its first month, this program resulted in hundreds of thousands of dollars in ads on yellow icon videos.”
This actually largely benefited the gaming video creators who actually used violence in gaming. It will yield more revenue. Wojcicki says that they are working on policies that will have to differentiate on the real world and gaming violence. Also, she says that YouTube has less restrictions on gaming violence. She says that the restrictions on relationships world and gaming violence will be updated in their fourth quarterly update letters to creators.
Wojcicki also reveals some statistics results about the creators’ numbers on YouTube. She said that the creators who are having 1 million or more subscribers increased by 65% last year. And the creators who are holding 5 to 6 figures from YouTube ad revenue increased by 40% every year.
Wojcicki also addressed another serious problem that had been haunting creators. She said the incentive for a manual claim and manual timestamp for all manual claims is no longer. This has been completely removed, reducing a major burden for YouTube video creators. She also said that the company is expanding its Self-certification Pilot Program, which actually allows the video creators to explain how their videos comply with the YouTube ad policies.
Wojcicki said, “Not only does Self Certification give creators more control to, it also provides specific feedback on why a video might have monetization issues.” Creators can see whether their videos are advertiser-friendly or not in the Video Manager application that is the one with green icon indicates that they have passed the test and one with yellow indicates they are posting videos that are inappropriate for advertisers.
This will also help the revenue for YouTube video creators. This will be coming soon, allowing the creators to self-report to hundreds and thousands of video creators next year. Wojcicki also said that the company is making changes in article 17 of the legislation. She wrote, “In particular, securing liability protections when we make best efforts to match copyright material with rights owners.”
She added, “This change made a big difference and moved the copyright directive in a better direction for the Internet and YouTube. Now it’s up to European countries to turn the legislation into national laws.” She also shared some statistics which might be encouraging for the YouTubers that is “channels had more views when they returned than they had right before they left.”