YouTube in challenge to TikTok to give Shorts creators 45% of ad sales

YouTube unveiled a new way for creators to make money on short-form videos, as it faces intensifying competition from TikTok.

The Google-owned streaming service announced Tuesday that it would introduce advertising on its video feature Shorts and give video creators 45% of the revenue. That compares with its standard distribution of 55% for videos outside of Shorts and TikTok’s $1 billion fund for paying creators.

Hairstylist-turned-YouTube-creator Kris Collins, who goes by Kallmekris, lauded YouTube for offering revenue-sharing for Shorts.

“Other platforms are focused on getting people their 15 seconds of fame, which is great,” she said. “But YouTube is taking a different approach. They’re helping creators make stuff in multiple formats.”