Social Media giants Aphabet Inc’s YouTube tweaks advert strategy after on Thursday it said it would place ads on channels only if they reached 10,000 views in a bid to flush out people who make money on the platform by stealing other people contents.
YouTube also noted that once a video channel reached the 10,000 views it would review the content to see if it qualifies for the placement of ads.
“By keeping the threshold to 10k views, we also ensure that there will be minimal impact on our aspiring creators,” Ariel Bardin, YouTube’s vice president of product management, said in a blog post.
The measures came after YouTube was heavily scrutinized for ads showing alongside video carrying homophobic or anti-Semitic messages, leading a number of companies suspend their adverts on the largest video streaming network.
Last month, YouTube vowed to overhaul its practices, saying it has commenced an in-depth review of its advertising policies.
The YouTube approach adopted this week is somewhat too small to allay concerns of brands who demand greater control over the videos where their ads appear, analyst Jan Dawson of Jackdaw Research noted.
“Most of these (extremist) videos are going to get more viewers than that anyway,” Dawson said of the 10,000-view threshold set by YouTube. “They’re popular among the particular audience that they are targeting.”
Plans are already in place to review process for new creators who apply to be in the YouTube Partner Program. The program enables YouTubers to monetize content on YouTube in many ways, including advertisements, paid subscriptions and merchandise; which will be in place few weeks from now according to a Thursday statement.
Nevertheless, any revenue earned on channels with under 10,000 views up until Thursday will not be impacted, YouTube said.
Analysts have said the current advertiser revolt should prompt YouTube draw a clear path between giving advertisers more control and alienating the creators who drive the site’s popularity.
An entertainment lawyer that represents YouTube artists have said, while some fear small creators could be hurt by restrictions, the 10,000-view threshold is definitely low to the extent it will not hinder people who make a living from their channels.
Creators understand that YouTube must protect its image to retain the ad dollars they depend on, he said.
“As frustrated as (creators) might be with the YouTube ecosystem at times, they understand that their fates are tied,” he said.