London Daily

Focus on the big picture.
Sunday, Aug 10, 2025

YouTube adds ads but won't pay all content-makers

YouTube adds ads but won't pay all content-makers

YouTube says it will start showing adverts on more videos - but won't necessarily pay the video-maker a cut.

The company currently shares ad revenue with video-makers who are enrolled in its partnership scheme, when it shows ads before or during their content.

But YouTube says it will start putting ads on some videos from channels that are not part of its partnership scheme.

Changes to its terms of service mean YouTube will not share the revenue from those ads with the video-makers.

It could also mean viewers see a higher number of adverts across the site.

YouTube's Partner Programme is something that has to be applied for, and is only available to channels that have more than 1,000 subscribers and have clocked up 4,000 hours of people watching in a year.

YouTube said channels not in the programme would not "receive a share of the revenue from these ads" though the makers would have the opportunity to apply for YPP as normal if they met the eligibility requirements.

But YouTube's own explanation of the application process says applications are put in a queue to be reviewed by humans, which can take more than a month.

"This could mean that a smaller creator who isn't part of the programme gains viral success without receiving any ad revenue from it," said journalist and author Chris Stokel-Walker.

While a creator might be able to spin that success into other income - such as sponsorships and appearances - the decision seems strange, he said.

"YouTube's already making inordinately large amounts of money," he explained.

"It's another policy change that seems likely to rankle with ordinary creators, who have often felt aggrieved that YouTube capitalises on their content without properly compensating them - or recognising their contribution to the success of the platform."

'More ads'


That seems to be the case online. Some YouTubers have accused the company of moving the goalposts on its ad policies. Others suggested that putting ads on all videos, regardless of earning potential, may be an attempt to push viewers to pay for YouTube's £11.99 a month ad-free premium product.

"Seems like a hard push to force more ads on users," one user on the help forum wrote. "May have some negative effects, especially for users who can't afford to pay for YT premium service."


Another added: "There is simply no other way to view this than YouTube telling its creator base that they're happy to make money off the back of work that certain creators aren't seeing a penny for themselves."

The changes are being rolled out in the United States, with YouTube saying the new terms will "become available" for creators elsewhere next year.

But despite the backlash, Stokel-Walker said the site was unlikely to change its mind.

"The sheer number of creators trying to become popular on YouTube means there's always someone else willing to replace an unhappy creator who wants out," he said.

Newsletter

Related Articles

0:00
0:00
Close
Street justice isn’t pretty but how else do you deal with this kind of insanity? Sometimes someone needs to standup and say something
Armenia and Azerbaijan sign U.S.-brokered accord at White House outlining transit link via southern Armenia
Barcelona Resolves Captaincy Issue with Marc-André ter Stegen
US Justice Department Seeks Release of Epstein and Maxwell Grand Jury Exhibits Amid Legal and Victim Challenges
Trump Urges Intel CEO Lip-Bu Tan to Resign Over Alleged Chinese Business Ties
Scotland’s First Minister Meets Trump Amid Visit Highlighting Whisky Tariffs, Gaza Crisis and Heritage Links
Trump Administration Increases Reward for Arrest of Venezuelan President Maduro to Fifty Million Dollars
Armenia and Azerbaijan to Sign US-Brokered Framework Agreement for Nakhchivan Corridor
British Labour Government Utilizes Counter-Terrorism Tools for Social Media Monitoring Against Legitimate Critics
OpenAI Launches GPT‑5, Its Most Advanced AI Model Yet
Embarrassment in Britain: Homelessness Minister Evicted Tenants and Forced to Resign
President Trump nominated Stephen Miran, his top economic adviser and a critic of the Federal Reserve, to temporarily fill an open Fed seat
The AI-Powered Education Revolution: Market Potential and Transformative Impact
Chikungunya Virus Outbreak in Southern China: Over 7,000 Hospitalized
French wine makers have seen catastrophic damage to vines that were almost ready to be harvested after the worst fires in more than 70 years burned through the south of the country
US Lawmaker Probes Intel CEO’s China Ties Amid National Security Concerns
Brazilian President Lula says he’ll contact the leaders of BRICS states to propose a unified response to U.S. tariffs
Trump Open to Meeting Putin as Soon as Next Week, with Possible Trilateral Summit Including Zelenskiy
Katy Perry and Justin Trudeau spark dating rumors, joining high stakes world of celeb-politician romances
US envoy Steve Witkoff arrived in Moscow to seek a breakthrough in the Ukraine war ahead of President Trump’s peace deadline
WhatsApp Deletes 6.8 Million Scam Accounts Amid Rising Global Fraud
Nine people have been hospitalized and dozens of salmonella cases have been reported after an outbreak of infections linked to certain brands of pistachios and pistachio-containing products, according to the Public Health Agency of Canada
Karol Nawrocki Inaugurated as Poland’s President, Setting Stage for Clash with Tusk Government
Trump Signals JD Vance as ‘Most Likely’ MAGA Successor for 2028
US Charges Two Chinese Nationals for Illegal Nvidia AI Chip Exports
Texas Residents Face Water Restrictions While AI Data Centers Consume Millions of Gallons
U.S. Tariff Policy Triggers Market Volatility Amid Growing Global Trade Tensions
Tariffs, AI, and the Shifting U.S. Macro Landscape: Navigating a New Economic Regime
Representative Greene Urges H-1B Visa Cuts Amid U.S.-India Trade Tensions
U.S. House Committee Subpoenas Clintons and Senior Officials in Epstein Investigation
Sydney Sweeney Registered as Republican as Controversial American Eagle Ad Sparks Debate
Trump Accuses Major Banks of Politically Motivated Account Denials and Prepares Executive Order
TikTok Removes Huda Kattan Video Over Anti-Israel Conspiracy Claims
Trump Threatens Tariffs on India Over Russian Oil Imports
German Finance Minister Criticizes Trump’s Attacks on Institutions
U.S. Proposes Visa Bond of Up to $15,000 for Some Applicants
U.S. Farmers Increase Lobbying Amid Immigration Crackdown
Elon Musk Receives $23.7 Billion Tesla Stock Award
Texas House Paralyzed After Democrats Walk Out Over Redistricting
Mexican Cartels Complicate Sheinbaum’s U.S. Security Talks
Mark Zuckerberg Declares War on the iPhone
India Rejects U.S. Tariff Threat, Defends Russian Oil Purchases
United States Establishes Strategic Bitcoin Reserve and Digital Asset Stockpile
Thousands of Private ChatGPT Conversations Accidentally Indexed by Google
China Tightens Mineral Controls, Curtailing Critical Inputs for Western Defence Contractors
OpenAI’s Bold Bet: Teaching AI to Think, Not Just Chat
Tesla Seeks Shareholder Approval for $29 Billion Compensation Package for Elon Musk
Nvidia is cutting prices on its RTX 50-series graphics cards after sales slowed and inventories piled up
Ghislaine Maxwell Transferred to Minimum-Security Prison Amid Ongoing DOJ Discussions
U.S. Tariffs Surge to Highest Levels in Nearly a Century Under Second Trump Term
×