YouTube has been trying to get advertisers back on their side after a number of high-profile issues which saw UK Government ads running on extremist videos among other things. Those kinds of issues saw the UK Government and big brand names pulling ad revenue from the video site.
Part of YouTube’s approach of trying to tighten things down so that everyone benefits is a change to its Partner Program.
Ariel Bardin, VP of Product Management wrote:
Starting today, we will no longer serve ads on YPP videos until the channel reaches 10k lifetime views.
The decision to hold on payments until a channel has surpassed the 10,000 view mark is to allow YouTube to verify channels and their content.
This new threshold gives us enough information to determine the validity of a channel. It also allows us to confirm if a channel is following our community guidelines and advertiser policies. By keeping the threshold to 10k views, we also ensure that there will be minimal impact on our aspiring creators. And, of course, any revenue earned on channels with under 10k views up until today will not be impacted.
Obviously, such changes could worry new content creators who need to build up their viewership which can take time unless they strike it lucky. YouTube have accounted for that as Bardin explains:
In a few weeks, we’ll also be adding a review process for new creators who apply to be in the YouTube Partner Program. After a creator hits 10k lifetime views on their channel, we’ll review their activity against our policies. If everything looks good, we’ll bring this channel into YPP and begin serving ads against their content. Together these new thresholds will help ensure revenue only flows to creators who are playing by the rules.