Creator Economy
Sharing more with creators, artists and media companies means they can share more with others. See how our revenue sharing model has enabled a thriving ecosystem of more than three million people earning through YouTube.
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Creator Economy
How YouTube started the creator economy
In 2007, YouTube had a radical idea - what if creators earned a real share of the value they create? By sharing more than half of advertising and subscription revenue directly with creators, artists, and media companies - YouTube broke down traditional barriers to entry. This gave anyone the chance to build a business and a brand by turning what they love into creative output that generates income.
A portion of the remaining revenue is continuously reinvested back into YouTube, ensuring creators always have quality production, distribution, and monetization tools at their fingertips.
Twenty years on, YouTube’s unique revenue-sharing model remains unmatched and has given rise to an entirely new ecosystem of creative businesses.
How YouTube’s business model works
Revenue flows into the YouTube platform and our audience of 2B viewers from advertisers and subscription businesses.
55% goes directly to creators, artists and media companies through the YouTube Partner Program– and has a ripple effect on the broader economy.
A significant portion of the other 45% is then reinvested back into the business to keep YouTube operating at the highest level.
How YouTube’s Partner Program works
The YouTube Partner Program is how creators, artists and media companies earn on the platform.
Once a creator hits 500 subscribers they are eligible to apply for the YouTube Partner Program. Once accepted into the program and at 1,000 subscribers – creators unlock ad revenue and start earning 55% of the ads shown on their videos + YouTube premium subscriptions.
There are also eight other ways* for creators, artists and media companies to monetize on YouTube – based on what’s right for their business and audience.
*Varies based on country
10 ways to earn
Advertising revenue
Premium subscriptions
Superchat
Superthanks
Gifts
Super Stickers
BrandConnect
Ticketing
Channel Memberships
YouTube Shopping
The output is a thriving ecosystem of
3M+ people earning through YouTube
Protecting creators earnings
To ensure we protect this thriving creator ecosystem, we have a set of monetization policies which each member of the YouTube Partner Program is required to follow.
How YouTube ignites global and local impact
Our business model fuels a thriving creator ecosystem on a global and local level, turning creativity into substantial revenue through advertising, subscriptions, and more.
Global Impact
50%
Globally – of the YouTube Partner Program channels that earned 5 figures or more (USD) on YouTube in 2024, over 50% earned revenue from sources other than ads and YouTube Premium.
Source: YouTube Internal Data, Jan-Dec 2024