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Games, purchases and creation, priorities of the platform in 2022

Games, purchases and creation, priorities of the platform in 2022

Games, purchases and creation, priorities of the platform in 2022

What are YouTube’s priorities for 2022? In a letter, CEO Susan Wojcicki details the platform’s plans to invest in games and purchases, as well as support for creators.

A new list of priorities

“The past few years have been a transition for all of us,” begins Susan Wojcicki. In the context of a pandemic, YouTube’s growth has been exponential. In 2021, YouTube channel subscriptions and paid digital products were purchased or renewed over 110 million times.

According to the CEO, the platform’s top priorities now are the state of the creator economy, innovation, supporting the work of creators, and protecting the YouTube community.

Support creators

Never have so many people created content on YouTube. The platform has also reached 5 trillion views on Shorts short films.

“The number of channels in the world that earn more than 10,000 dollars a year has increased by 40% from one year to another”, specifies the CEO. The letter then cites a series of reports from Oxford Economics. According to them, the YouTube ecosystem supported more than 800,000 jobs in 2020 in the United States, Japan, South Korea, Canada, Brazil, Australia and the EU combined.

New sources of income

Susan Wojcicki recalls that when she first started working for YouTube, ads were the only way a creator could make money on the platform. Today, creators can secure an income on the platform in several ways. For example, through non-advertising products such as Super Chat and channel subscriptions.

The Shorts Fund is now available in over 100 countries. According to the letter, more than 40% of creators who received payment from the Fund last year were not part of YouTube’s Partner Program (YPP). Namely, this program allows creators to access more resources and features on YouTube. For example, it offers the option to contact the support team for creators directly. In addition, it provides the opportunity for creators to share revenue from serving ads on their content.

The NFT bet

YouTube is considering offering non-fungible tokens as a new source of revenue for its creators. “We’re also looking to the future and following everything that happens on Web3 to inspire us to continue innovating on YouTube,” the letter says.

By expanding its ecosystem, YouTube hopes to help creators take advantage of emerging technologies, including things like NFTs. As a reminder, last week Twitter started allowing users to set their NFTs as profile pictures to show off their investment in the market.

New Shorts Features

Last year, the platform rolled out a new remix feature for Shorts videos. Concretely, the latter allows creators to create Shorts using the audio of other YouTube videos. In the coming months, “we will extend this functionality by offering even more interesting ways to remix content from YouTube” promises Susan Wojcicki.

Finally, for 2022, YouTube also plans to test new ways for Shorts creators to create branded content through BrandConnect. A program that connects creators and brands. The platform also sees podcasting as an area for development. Indeed, according to the CEO, podcasts allow creators to monetize and extend the reach of their distribution.

Source: 20minutes

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