Susan Wojcicki, the YouTube CEO, has addressed the creators of videos through an open letter on the company’s blog. In it, Wojciki has made a slight review of the milestones achieved during 2018 on YouTube and has spoken of three main commitments that will continue to work during this year.
“Monetization, interaction and responsibility are the three commitments that YouTube wants to continue maintaining in 2019.”
In addition, he reported that they learned the lesson with the huge bump that took the video summary of Rewind 2018, which became the video with more negative votes in the history of YouTube. Wojciki has acknowledged that it was not what the community wanted and that even his own children told him they did not like it.
Regarding the commitments promised by the executive, they are centered around three axes: continue supporting the youtubers through monetization, improve communication and interaction of the platform and “assume their responsibilities”.
With regard to financially support the creators of videos, Wojciki has spoken of figures. During the past year, YouTube has seen how channels with more than one million subscribers have multiplied by two. Following this trend, the number of youtubers earning more than 10,000 dollars has grown more than 40%, although this same number has been repeated since 2017.
The reality is that during the past year, YouTube suffered a huge advertising crisis. The ads were removed from the videos for breach of terms or because the companies did not want to be related to certain channels. This had an impact on the revenue of the video creators.
The CEO has ensured that advertisers will be able to choose better in which videos they want to place their advertising and that youtubers who watch their retired videos may request revisions if they think the platform has done badly. This is one of the main complaints of youtubers: every time you earn less and YouTube’s policies are not exactly transparent.
Perhaps that is why we wanted to make it clear that advertising is not the only method of obtaining income. The letter mentions YouTube Music and YouTube Premium as new ways to make money on the platform outside of advertising. Both services have increased their presence to 29 countries, which contrasts with the five in which they were available at the beginning of 2018. On the other hand, the user requirement for the payment subscription to channels from 100,000 to 30,000 has also been lowered.
Another of the key points Wojciki has addressed in his open letter has been the possible approval of Article 13 of the new copyright law of the European Union. Google, and by extension YouTube, has spent months campaigning against the approval of the article, which could prevent the search engine from displaying original content without a license. The CEO has asked the creators to continue informing the public about the consequences of Article 13.
As far as communication is concerned, YouTube says it wants more interaction with its users. That is why during the past year new metrics were released (such as the number of clicks through the thumbnail) and new widgets through YouTube Studios, so that creators have more data about their impact on the web .
In addition, Wojciki specifies that YouTube’s interaction with its users has increased by 150% and that it is 50% faster.