As short-form video explodes, YouTube, Twitch, Snap and other tech platforms are reasserting leverage with influencers in the area that matters most: how to divvy up subscription and ad revenues.
are rewriting the rules around revenue sharing and rethinking just how generous they should be with their content partners.
On Sept. 20, YouTube, led by Susan Wojcicki, unveiled a series of creator-driven announcements, including a plan to bring its “secret sauce,” its revenue-sharing model, to its shortform product, Shorts. But there’s a catch: While longer-form YouTube videos pay out 55 percent of their ad revenue to creators and 45 percent to YouTube, the shortform version flips that, with only 45 percent of total revenue going to creators .
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