From demonetization issues to algorithm outcries, YouTube creators have a lot of gripes with the platform. And while constant changes are a way to strive for improvements, they can become a source of anxiety for YouTubers whose ad revenue is (quite literally) their livelihood. Rohit Dhawan, YouTube’s senior director of product management, knows this and is rolling out new features to (hopefully) make things better.
YouTube creators with over 100,000 subscribers who belong to YouTube’s Partner Program can now offer channel memberships. There’s the potential that this option will expand to smaller channels as well:
With Channel Memberships, viewers pay a monthly recurring fee of $4.99 to get unique badges, new emoji, Members-only posts in the Community tab, and access to unique custom perks offered by creators, such as exclusive livestreams, extra videos, or shout-outs.
Badges and emotes have long been a hallmark of Twitch, so while Dhawan doesn’t draw the connection, it’s clearly present (intentional or not). Likewise, the idea of exclusive content as a form of community building is the heart and soul of what Patreon offers consumers and creators. As far as the money, Polygon discovered that YouTube plans to take a 30 percent cut of the channel membership revenue, giving creators 70 percent of the $4.99 monthly subscription, making it more generous than Twitch but not as giving as Patreon. Still, not all these ideas are borrowed from other platforms. Collaboration with other platforms is also playing a role.
YouTube has partnered with Tee Spring to help YouTubers who have over 10,000 subscribers sell their merchandise but even more notable is the way it’s being presented. “[C]reators can choose from over 20 merchandise items to customize and sell via a shelf on their channel,” making the process seamless.
https://www.youtube.com/watch?v=Minu0lTlEOI
Lastly, YouTube is rolling out Premieres, a halfway point between video uploads and YouTube Live.
[C]reators will be able to debut pre-recorded videos as a live moment…When all fans show up to watch the premiere, they’ll be able to chat with each other (and with the creator!) in real time via live chat.
For both creators and consumers, it’s always good to have options. With video being the latest wave, forcing YouTube to compete with Facebook and Instagram (see IGTV), it’s a smart move on their part. But with so many creators (wisely) not wanting their eggs in one basket it will be interesting to see whether YouTube’s new features significantly increase its profits or become an underutilized fun fact.
