If a creator uses a song in a Short, YouTube will share one-third of revenue from those views with the music creator (and set aside two-thirds of the revenue if there are two songs). While it may seem like an obvious move for publishers to repurpose their TikTok content for monetization through the YouTube Shorts Partner Program, that might not be so easy in practice, because content created for TikTok often features music. So publishers have to monetize any content that doesn’t fall into the top 4% on their own, usually through sponsored content deals brokered directly with brands.īut YouTube is offering 45% of the revenue earned from pre-roll ads that play in between Shorts videos starting February 1. While TikTok does have a contextual advertising offering called Pulse with a 50% revenue share for publishers, it only serves ads alongside content that ranks in the top 4% of views on the platform. “TikTok doesn’t really have monetization,” said Madison Kirchofer, social media manager at Team Whistle. ![]() In return, it either receives a portion of the ad revenue or controls a portion of the ad load and monetizes it programmatically.ĭespite the current obsession with TikTok, Team Whistle says TikTok’s programmatic ad offerings pale in comparison to YouTube’s more robust, Google-supported ad platform. Team Whistle also licenses its OTT channel, which features social video and original content, to a number of streaming platforms, including Roku, Android TV, Amazon Fire, Samsung TV Plus, Vizio WatchFree+, Plex, DistroTV, Rad, Local Now, Stremium, Sports.TV and Whistle TV. On social media, it posts to all the usual suspects, including TikTok, YouTube, Snap, Facebook and Instagram.
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