YouTube brings revenue sharing for Shorts, new ‘Creator Music’ to make licensing easier

YouTube announced a slew of features aimed at wooing the next generation of creators and erasing friction when it comes to making money from the platform—specifically for those who post short videos. The announcement comes as YouTube faces increasing challenges from the growth and popularity of TikTok, especially in the US market. YouTube will bring revenue sharing to the Shorts format by expanding its YouTube partner program (YPP) to these creators as well. In addition, there is a new Creator Music feature planned, which is designed to make it easier to navigate the challenges of licensing music for content creators on the platform as a whole.