YouTube now offers eight ways for our partners to make money: Ajay Vidyasagar, Director, South, SouthEast Asia and APAC Emerging Markets, YouTube – Times of India
Google’s video platform YouTube recently released its ‘Top Trending Videos & Creators’ list for the year 2022. The list looks back at the most popular videos and creators that viewers across India enjoyed. In an interaction with Times of India, Ajay Vidyasagar, Director, South, SouthEast Asia and APAC Emerging Markets, YouTube, shared insights into the annual list, YouTube’s plans for creators in India and more. Excerpts:
What are the biggest YouTube video trends you witnessed during the year 2022?
In 2022, viewers in India shared a laugh over a dystopian short-film, while following the short-takes following a lovable housekeeper. They pursued hobbies and interests, from following a 4-hour long e-sports live stream to Shorts on immersive art. Viewers in India are connecting the most with creators and artists who produce content across multiple formats. And, this interplay between video on demand, short form content and live stream on YouTube is fuelling new waves of creativity in storytelling and opportunity to engage with viewers in different ways.
Some trends that shaped consumption on YouTube in 2022 include multi-format creation. The multi-format creation is driving momentum for pop culture. Creators reinterpreting mainstream content for their communities in different formats and styles has helped it gain new levels of relevance. For Gen-Z, YouTube is a microcosm of the world they inhabit. YouTube is not only a platform for Gen-Z to share their unique worldview; it is also a window into a world without borders. They can cultivate interests, delve deeply into topics they enjoy, pique their curiosity, discover niche skills, and even use emotion and humour to inspire social change.
The year 2022 was also an extraordinarily year in the way that creators actually started to unlock more value from monetization and fan funding avenues. At YouTube, the passion and ambition of our creators fuels us to continue innovating new ways to help them realize their goals and we are committed to introducing more revenue opportunities for our creators.
Two years of pandemic, did it change the way people consume videos content on YouTube and was that visible in 2022?
A few key areas where people turned to us for helpful content include learning, information and connection. This is reflected when we look at the way content creation and consumption on the platform has evolved. Across learning, India has one of the most vibrant and dynamic creator communities. As of December 2022, YouTube in the country has over 60 million videos related to digital skills or subjects taught in school.
Another interesting instance is healthcare, where people are increasingly turning online to seek answers to their questions. And, in particular Indians are seeking out videos for health queries. That’s why we are working with healthcare providers to surface health information that is credible and trustworthy. Last year, for instance, YouTube had over 30 billion views related to health conditions in India.
And, we expect that the real value that people have found from online video, will result in long-term ones.
How has the popularity of short-video platforms like YouTube Shorts impacted other videos on the website?
When we introduced Shorts, we knew that we were bringing an important new format to the YouTube repertoire for creators. And we’re constantly amazed at the array of new ways that Shorts is helping invigorate a creator’s existing channel or inform a new content strategy.
What we’ve seen is that creators are getting really innovative with how they use these multiple formats at their disposal to meet their personal and business goals, whether it’s driving viewership and subscribers, finding a new audience or boosting their bottom line. We’re seeing creators across genres and interest areas turn to Shorts to share information, ideas and inspiration. Shorts are also helping to capture the interest of mobile-first creators and viewers who only know life with a smartphone.
In India, Shorts is also lowering the barriers for under-represented voices that may otherwise have not had a platform. We’re seeing creators across languages, socio-economic backgrounds and even India’s hinterlands turn to Shorts to share their passions, grow their channels and build successful careers. We are just at the beginning of this new era, and while formats may be changing, our commitment to creators and their ability to thrive remains unwavering.
What methodology does YouTube follow while building their EOY lists?
While determining the top trending video, we look at several ways users interact with videos. This includes the videos that set everyone talking about. You don’t just watch videos – you share, like, make responses and more. A video’s final ranking on the list is determined by a combination of all of these factors, including the velocity of growth and whether the video continues to have traction over time. On the other hand, music videos are ranked by views – these are the most-viewed videos of the year. While top creators are based on subscribers gained in the country in 2022, breakout creators represent those that have tripled in size in 2022.
Offering monetization to creators is a trend a lot of platforms follow, something YouTube has also been doing. What’s the message for creators out there?
Launching the YouTube Partner Program (YPP) in 2007 meant that creators could, for the first time, share in the revenue and earn money from their content. Back when the YouTube Partner Program began, YouTube had one creative format —the standard horizontal video — and one main source of revenue: ads. Fast forward to today, creators are continually testing the boundaries of expression, from 15-second vertical Shorts, to 15-minute videos, to 15-hour live streams. And they’re building their businesses based on diversified revenue streams, from ads, merch and Fan Funding.
YouTube now offers eight ways for our partners to make money. Starting in early 2023, Shorts-focused creators can apply to the YouTube Partner Program by meeting a threshold of 1,000 subscribers and 10 million Shorts views over 90 days. These new partners will enjoy all the benefits our program offers, including the various ways to make money like ads on long-form and Fan Funding.
To start rewarding this new creative class, we launched a temporary Shorts Fund. And, in 2023 will bring revenue sharing to Shorts. We’re also launching Super Thanks for Shorts in beta to thousands of creators, with a complete rollout expected next year.
What are the biggest YouTube video trends you witnessed during the year 2022?
In 2022, viewers in India shared a laugh over a dystopian short-film, while following the short-takes following a lovable housekeeper. They pursued hobbies and interests, from following a 4-hour long e-sports live stream to Shorts on immersive art. Viewers in India are connecting the most with creators and artists who produce content across multiple formats. And, this interplay between video on demand, short form content and live stream on YouTube is fuelling new waves of creativity in storytelling and opportunity to engage with viewers in different ways.
Some trends that shaped consumption on YouTube in 2022 include multi-format creation. The multi-format creation is driving momentum for pop culture. Creators reinterpreting mainstream content for their communities in different formats and styles has helped it gain new levels of relevance. For Gen-Z, YouTube is a microcosm of the world they inhabit. YouTube is not only a platform for Gen-Z to share their unique worldview; it is also a window into a world without borders. They can cultivate interests, delve deeply into topics they enjoy, pique their curiosity, discover niche skills, and even use emotion and humour to inspire social change.
The year 2022 was also an extraordinarily year in the way that creators actually started to unlock more value from monetization and fan funding avenues. At YouTube, the passion and ambition of our creators fuels us to continue innovating new ways to help them realize their goals and we are committed to introducing more revenue opportunities for our creators.
Two years of pandemic, did it change the way people consume videos content on YouTube and was that visible in 2022?
A few key areas where people turned to us for helpful content include learning, information and connection. This is reflected when we look at the way content creation and consumption on the platform has evolved. Across learning, India has one of the most vibrant and dynamic creator communities. As of December 2022, YouTube in the country has over 60 million videos related to digital skills or subjects taught in school.
Another interesting instance is healthcare, where people are increasingly turning online to seek answers to their questions. And, in particular Indians are seeking out videos for health queries. That’s why we are working with healthcare providers to surface health information that is credible and trustworthy. Last year, for instance, YouTube had over 30 billion views related to health conditions in India.
And, we expect that the real value that people have found from online video, will result in long-term ones.
How has the popularity of short-video platforms like YouTube Shorts impacted other videos on the website?
When we introduced Shorts, we knew that we were bringing an important new format to the YouTube repertoire for creators. And we’re constantly amazed at the array of new ways that Shorts is helping invigorate a creator’s existing channel or inform a new content strategy.
What we’ve seen is that creators are getting really innovative with how they use these multiple formats at their disposal to meet their personal and business goals, whether it’s driving viewership and subscribers, finding a new audience or boosting their bottom line. We’re seeing creators across genres and interest areas turn to Shorts to share information, ideas and inspiration. Shorts are also helping to capture the interest of mobile-first creators and viewers who only know life with a smartphone.
In India, Shorts is also lowering the barriers for under-represented voices that may otherwise have not had a platform. We’re seeing creators across languages, socio-economic backgrounds and even India’s hinterlands turn to Shorts to share their passions, grow their channels and build successful careers. We are just at the beginning of this new era, and while formats may be changing, our commitment to creators and their ability to thrive remains unwavering.
What methodology does YouTube follow while building their EOY lists?
While determining the top trending video, we look at several ways users interact with videos. This includes the videos that set everyone talking about. You don’t just watch videos – you share, like, make responses and more. A video’s final ranking on the list is determined by a combination of all of these factors, including the velocity of growth and whether the video continues to have traction over time. On the other hand, music videos are ranked by views – these are the most-viewed videos of the year. While top creators are based on subscribers gained in the country in 2022, breakout creators represent those that have tripled in size in 2022.
Offering monetization to creators is a trend a lot of platforms follow, something YouTube has also been doing. What’s the message for creators out there?
Launching the YouTube Partner Program (YPP) in 2007 meant that creators could, for the first time, share in the revenue and earn money from their content. Back when the YouTube Partner Program began, YouTube had one creative format —the standard horizontal video — and one main source of revenue: ads. Fast forward to today, creators are continually testing the boundaries of expression, from 15-second vertical Shorts, to 15-minute videos, to 15-hour live streams. And they’re building their businesses based on diversified revenue streams, from ads, merch and Fan Funding.
YouTube now offers eight ways for our partners to make money. Starting in early 2023, Shorts-focused creators can apply to the YouTube Partner Program by meeting a threshold of 1,000 subscribers and 10 million Shorts views over 90 days. These new partners will enjoy all the benefits our program offers, including the various ways to make money like ads on long-form and Fan Funding.
To start rewarding this new creative class, we launched a temporary Shorts Fund. And, in 2023 will bring revenue sharing to Shorts. We’re also launching Super Thanks for Shorts in beta to thousands of creators, with a complete rollout expected next year.
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