Story thread · 2 reports / 2 sources

YouTube income: Need to be more serious

economictimes.indiatimes.com · 12hShare

A major overhauling is underway in India’s creator economy following YouTube’s new eligibility norms for its partner programme, a key revenue stream for creators.The latest criteria for YouTube Partner Programme (YPP) will reward creators who are more seriously committed than side hustlers. Industry stakeholders expect YouTube’s move to unleash groundbreaking changes in the way creators, brands and the platform will engage with one another going forward.Originality in content, growing relevance of long-form content, trickling down of brand investments on creators’ pyramid, depth of audience engagement, professionalisation of creator economy and the need for brand deals to sustain creators are the key changes foreseen, marketing companies and creators told ET.YouTube recently announced that starting February 1, 2027, new creators applying for YPP will need 8,000 qualified watch hours in the last 365 days, or 20 million qualified Shorts views in the last 90 days, apart from 1,000 subscri

First report: Content Creators Are Seeking Equity Over Brand Deals — finance.yahoo.com, 2d