How YouTube Makes Money - How YouTube Works

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</div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/our-commitments/promoting-digital-wellbeing/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Promoting digital wellbeing </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How does YouTube support users’ digital wellbeing? </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/our-commitments/covid-response/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Responding to COVID-19 </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How is YouTube supporting users during COVID-19? </span> </a> </div> </nav> </div> </div> <div class="lb-header__nav-item-wrapper"> <a class="lb-header-js-nav-item lb-header__nav-item" aria-activedescendant="subnav-product-features" aria-haspopup="menu" aria-label="Product features menupopup" tabindex="0" data-nosnippet="true"> Product features <span class="lb-header__subnav-chevron"></span> </a> <div class="lb-header__subnav-wrapper lb-header-js-subnav-wrapper" role="menu" id="subnav-product-features"> <nav class="lb-header__subnav"> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/product-features/search/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> YouTube Search </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How our search tool can help you find content you'll love </span> </a> </div> <div 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</a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/product-features/health-information/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Health information </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How we provide context for health queries </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/product-features/monetization/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Monetization for Creators </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How Creators earn money on YouTube </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/product-features/live/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> YouTube Live </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How you can reach your community in real time with Live and Premieres </span> </a> </div> </nav> </div> </div> <div class="lb-header__nav-item-wrapper"> <a class="lb-header-js-nav-item lb-header__nav-item" aria-activedescendant="subnav-user-settings" aria-haspopup="menu" aria-label="User settings menupopup" tabindex="0" data-nosnippet="true"> User settings <span class="lb-header__subnav-chevron"></span> </a> <div class="lb-header__subnav-wrapper lb-header-js-subnav-wrapper" role="menu" id="subnav-user-settings"> <nav class="lb-header__subnav"> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/user-settings/privacy/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Privacy controls </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How we protect your information and what you can do to control your privacy </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/user-settings/ad-settings/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Ad Settings </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How our advertising works and how to customize your ad experience </span> </a> 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class="lb-header__nav-item-wrapper"> <a class="lb-header-js-nav-item lb-header__nav-item" aria-activedescendant="subnav-policies" aria-haspopup="menu" aria-label="Rules and policies menupopup" tabindex="0" data-nosnippet="true"> Rules and policies <span class="lb-header__subnav-chevron"></span> </a> <div class="lb-header__subnav-wrapper lb-header-js-subnav-wrapper" role="menu" id="subnav-policies"> <nav class="lb-header__subnav"> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/policies/overview/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Policies overview </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How our rules and policies help keep our platform safe </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/policies/community-guidelines/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Community Guidelines </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How we define what we do and don’t allow on YouTube </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/policies/copyright/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Copyright </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How we help Creators responsibly manage their content </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/policies/monetization-policies/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Monetization policies </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How Creators can monetize their content as part of the YouTube Partner Program </span> </a> </div> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/policies/legal-removals/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Legal removals </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How we approach content that violates local law </span> </a> </div> </nav> </div> </div> <div class="lb-header__nav-item-wrapper"> <a class="lb-header-js-nav-item lb-header__nav-item" aria-activedescendant="subnav-progress-impact" aria-haspopup="menu" aria-label="Progress and impact menupopup" tabindex="0" data-nosnippet="true"> Progress and impact <span class="lb-header__subnav-chevron"></span> </a> <div class="lb-header__subnav-wrapper lb-header-js-subnav-wrapper" role="menu" id="subnav-progress-impact"> <nav class="lb-header__subnav"> <div class="lb-header__subnav-item-wrapper"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/progress-impact/timeline/"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Responsibility through the years </span> <span class="lb-font-subnav-description lb-font-color-grey5 lb-header__subitem-description" data-nosnippet="true"> How we've been building a more responsible platform over the years </span> </a> </div> <div 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such as our YouTube logo, color palettes, and permissions form </span> </a> </div> </nav> </div> </div> </nav> </div> </div> </div> </header> <main class="ytr-main ytr-how-youtube-makes-money" id="content"> <section class="ytr-section"> <div class="lb-padding-top-s lb-padding-bottom-s ytr-hero"> <div class="ytr-section__window"> <div class="lb-grid lb-grid--image-left"> <div class="lb-grid__cell lb-grid__cell--offset-5-span-7 lb-grid__cell--sm-span-12 ytr-flex-col ytr-flex-col--vert-center ytr-hero__details"> <small class="ytr-eyebrow lb-margin-bottom-l ytr-hero__eyebrow"> <span class="lb-font-weight-600 lb-font-eyebrow ytr-eyebrow__text"> Our commitments </span> <img class="ytr-eyebrow__underline" src="/web/20211202082417im_/https://www.youtube.com/howyoutubeworks/static/images/eyebrow-underline.png" role="presentation"> </small> <h1> <span class="lb-font-weight-600 lb-font-gamma-headline"> How does YouTube make money? </span> </h1> <div class="lb-font-body"> <p class="md md-p">YouTube's main source of revenue is advertising. Additionally, we earn money from our monthly subscription businesses such as <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://www.youtube.com/premium" rel="noopener" target="_blank">YouTube Premium</a>. We’ve also developed tools to help eligible Creators earn money in a variety of other ways such as <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/7288782" rel="noopener" target="_blank">Super Chat</a>, <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/7636690" rel="noopener" target="_blank">channel memberships</a>, and <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/9158148" rel="noopener" target="_blank">merchandise</a>. In most cases, Creators and YouTube share revenue generated from these channels.</p> </div> </div> <div class="lb-grid__cell lb-grid__cell--span-4 lb-grid__cell--sm-span-12 ytr-flex-col ytr-flex-col--vert-center ytr-hero__image-wrapper"> <img class="ytr-hero__image" src="https://web.archive.org/web/20211202082417im_/https://lh3.googleusercontent.com/c1MpOiXVOfr0n6nu7nFeLw22kgYPv9vAPdi21NVJGhEW4TCd669b5wb_f8xblYBJG2xD8nSBFfOQwYuk_a2HtlfC8kLPDbzfixmmiw=v3-s20-fblur=1,20" srcset="https://web.archive.org/web/20211202082417im_/https://lh3.googleusercontent.com/c1MpOiXVOfr0n6nu7nFeLw22kgYPv9vAPdi21NVJGhEW4TCd669b5wb_f8xblYBJG2xD8nSBFfOQwYuk_a2HtlfC8kLPDbzfixmmiw=v1-s560 560w, https://web.archive.org/web/20211202082417im_/https://lh3.googleusercontent.com/c1MpOiXVOfr0n6nu7nFeLw22kgYPv9vAPdi21NVJGhEW4TCd669b5wb_f8xblYBJG2xD8nSBFfOQwYuk_a2HtlfC8kLPDbzfixmmiw=v1-s840 840w, https://web.archive.org/web/20211202082417im_/https://lh3.googleusercontent.com/c1MpOiXVOfr0n6nu7nFeLw22kgYPv9vAPdi21NVJGhEW4TCd669b5wb_f8xblYBJG2xD8nSBFfOQwYuk_a2HtlfC8kLPDbzfixmmiw=v0-s1680 1680w" alt="Sharing revenue" aria-hidden="False"> </div> </div> </div> </div> </section> <section class="ytr-section ytr-section--article" data-lb-auto-init="ArticlePage"> <div class="ytr-section__window"> <div class="lb-grid ytr-article"> <div class="lb-grid__cell lb-grid__cell--md-span-12 lb-grid__cell--lg-span-4"> <ul class="ytr-article__tabs ytr-js-tabs"> <li class="ytr-article__tabs-tab-wrapper"> <a href="#revenue-sharing" class="lb-font-body lb-font--no-crop lb-font-color-grey5 ytr-article__tabs-tab ytr-js-tab"> Revenue sharing </a> </li> <li class="ytr-article__tabs-tab-wrapper"> <a href="#revenue-alternatives" class="lb-font-body lb-font--no-crop lb-font-color-grey5 ytr-article__tabs-tab ytr-js-tab"> Revenue alternatives </a> </li> <li class="ytr-article__tabs-tab-wrapper"> <a href="#responsible-advertising" class="lb-font-body lb-font--no-crop lb-font-color-grey5 ytr-article__tabs-tab ytr-js-tab"> Responsible advertising </a> </li> </ul> </div> <div class="lb-grid__cell lb-grid__cell--md-offset-1-span-10 lb-grid__cell--lg-offset-4-span-8 ytr-article__content-wrapper"> <div class="ytr-article__content ytr-js-tabs-content-block lb-hide" id="revenue-sharing"> <h2 class="md md-h2">How does YouTube share advertising and subscription revenue with Creators?</h2> <p class="md md-p">YouTube's main source of revenue is advertising, which enables businesses to find relevant audiences and grow their businesses and brands.</p> <p class="md md-p">Creators who are part of the <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/72851?hl=en" rel="noopener" target="_blank">YouTube Partner Program</a> (YPP) are eligible to share in advertising revenue.</p> <p class="md md-p">We also earn money from our monthly subscription businesses such as <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://www.youtube.com/premium" rel="noopener" target="_blank">YouTube Premium</a>. With YouTube Premium, members can enjoy any video on YouTube without ads while still supporting Creators. Currently, revenue from YouTube Premium membership fees is distributed to Creators based on how much of their content members watch.</p> </div> <div class="ytr-article__content ytr-js-tabs-content-block lb-hide" id="revenue-alternatives"> <h2 class="md md-h2">How does YouTube ensure Creator success while ensuring that ads run only on quality content?</h2> <p class="md md-p">Over the last few years, we’ve taken steps to strengthen our requirements for monetization via ads to reward only the most trusted Creators making original content.</p> <p class="md md-p">However, advertising is not the only way for Creators to earn money on YouTube. We’re always trying to help Creators share their stories, deepen relationships with their fans, and earn additional money. Over the last few years we’ve developed and released several tools to help eligible Creators who are a part of YPP find additional ways to make money such as <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/7288782" rel="noopener" target="_blank">Super Chat</a>, <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/7636690" rel="noopener" target="_blank">channel memberships</a>, <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/9158148" rel="noopener" target="_blank">merchandise</a>, and <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/9385307?hl=en" rel="noopener" target="_blank">YouTube BrandConnect</a>. As with advertising, Creators and YouTube share revenue from these products.</p> </div> <div class="ytr-article__content ytr-js-tabs-content-block lb-hide" id="responsible-advertising"> <h2 class="md md-h2">Isn’t YouTube incentivized to promote controversial content to increase watchtime and earn revenue?</h2> <p class="md md-p">Responsibility - not engagement - is our number one focus and everything we do is seen through that lens. Advertisers typically do not want to be associated with controversial or sensitive content on YouTube - as defined in our <a class="md md-a" href="https://web.archive.org/web/20211202082417/https://support.google.com/youtube/answer/6162278?hl=en" rel="noopener" target="_blank">Advertiser-Friendly Content Guidelines</a>. This content, while sometimes appropriate to remain on YouTube per our Community Guidelines, is not always appropriate for our advertisers. The downsides both from a user and a brand perspective drastically outweigh all other considerations.</p> </div> </div> </div> </div> </section> <section class="ytr-related-content ytr-section "> <div class="ytr-section__window lb-padding-top-xl lb-padding-bottom-xl"> <h2 class="lb-margin-bottom-l"> <span class="lb-font-weight-600 lb-font-gamma-headline"> Related articles </span> </h2> <ul class="lb-grid ytr-related-content__article-list"> <li class="lb-grid__cell lb-grid__cell--md-span-6 lb-grid__cell--lg-span-4 ytr-related-content__article ytr-flex ytr-flex-col"> <span class="lb-font-weight-600 lb-font-headline-2 lb-margin-bottom-xs"> Ad Settings </span> <div class="lb-margin-top-xs lb-font-paragraph ytr-button"> <a class="ytr-link" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/user-settings/ad-settings/" "> Read more </a> </div> </li> <li class="lb-grid__cell lb-grid__cell--md-span-6 lb-grid__cell--lg-span-4 ytr-related-content__article ytr-flex ytr-flex-col"> <span class="lb-font-weight-600 lb-font-headline-2 lb-margin-bottom-xs"> Monetization for Creators </span> <div class="lb-margin-top-xs lb-font-paragraph ytr-button"> <a class="ytr-link" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/product-features/monetization/" "> Read more </a> </div> </li> <li class="lb-grid__cell lb-grid__cell--md-span-6 lb-grid__cell--lg-span-4 ytr-related-content__article ytr-flex ytr-flex-col"> <span class="lb-font-weight-600 lb-font-headline-2 lb-margin-bottom-xs"> Monetization policies </span> <div class="lb-margin-top-xs lb-font-paragraph ytr-button"> <a class="ytr-link" href="/web/20211202082417/https://www.youtube.com/howyoutubeworks/policies/monetization-policies/" "> Read more </a> </div> </li> </ul> </div> </section> <div class="lb-modal lb-modal--video ytr-video-modal" role="presentation" lb-auto-init="LBModal" lb-options="{'id':'modal-1','autoPlayVideo':true}"> <div class="lb-js-modal-body lb-modal__body" role="dialog" 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