In January, YouTube announced changes to the eligibility requirements for the YouTube Partner Program (YPP) – a program that allows creators to monetize their uploaded content on the platform. The new threshold will require a channel to obtain 1,000 subscribers and 4,000 watch hours during the previous 12 months. If your channel was previously approved for YPP, but does not meet the current threshold, you must reapply once you meet the new requirements.

These changes come as part of the ever-growing solution to brand safety concerns. YouTube has been a platform that many brands have shied away from due to the loose monetization restrictions and “actor” controversies – see Logan Paul controversy here. Another issue is that a lot of the content that was being uploaded wasn’t owned content. Other recurring issues included branded content running between offensive videos.

Brand safety on platforms is becoming a demand, not just an added incentive. Advertisers have started/will start shifting their funds to platforms that provide transparent placements and allow for freedom to include/exclude content and sites that align/don’t align with brand values. YouTube is an anomaly as the concept of being able to monetize user-generated content is exclusive to this platform.