In September 2016, after introducing an enhanced notification system to inform users of these violations, YouTube's policies were criticized by prominent users, including Philip DeFranco and Vlogbrothers. YouTube Play Buttons, a part of the YouTube Creator Rewards, are a recognition by YouTube of its most popular channels. In April 2017, YouTube set an eligibility requirement of 10,000 lifetime views for a paid subscription. Usually, no more than half of the eligible videos have a pre-roll advertisement, due to a lack of interested advertisers. According to TubeMogul, in 2013 a pre-roll advertisement on YouTube (one that is shown before the video starts) cost advertisers on average $7.60 per 1000 views.
Senate introduced a resolution condemning Joseph Kony 16 days after the "Kony 2012" video was posted to YouTube, with resolution co-sponsor Senator Lindsey Graham remarking that the video "will do more to lead to (Kony's) demise than all other action combined." YouTube has enabled people to more directly engage with government, such as in the CNN/YouTube presidential debates (2007) in which ordinary people submitted questions to U.S. presidential candidates via YouTube video, with a techPresident co-founder saying that Internet video was changing the political landscape. The study also concluded that YouTube was becoming an important platform by which people acquire news. A Pew Research Center study reported the development of "visual journalism", in which citizen eyewitnesses and established news organizations share in content creation. Videos of the 2.5% of artists categorized as "mega", "mainstream" and "mid-sized" received 90.3% of the relevant views on YouTube and Vevo in that year.
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- The majority of YouTube’s advertising revenue goes to the publishers and video producers who hold the rights to their videos; the company retains 45% of the ad revenue.
- Starting with the Oculus Quest, the app was updated for compatibility with mixed-reality passthrough modes on VR headsets.
- According to Google, YouTube had made US$15.1 billion in ad revenue in 2019, in contrast to US$8.1 billion in 2017 and US$11.1 billion in 2018.
- Some YouTube videos have themselves had a direct effect on world events, such as Innocence of Muslims (2012) which spurred protests and related anti-American violence internationally.
- YouTube VR allows for access to all YouTube-hosted videos, but particularly supports headset access for 360° and 180°-degree video (both in 2D and stereoscopic 3D).
- DeFranco argued that not being able to earn advertising revenue on such videos was “censorship by a different name”.
The majority of YouTube's advertising revenue goes to the publishers and video producers who hold the rights to their videos; the company retains 45% of the ad revenue. This will occur on channels whose content is deemed "advertiser-friendly", and all revenue will go directly to Google without any share given to the uploader. DeFranco argued that not being able to earn advertising revenue on such videos was "censorship by a different name".
In November 2016, YouTube released YouTube VR, a dedicated version with an interface for VR devices, for Google's Daydream mobile VR platform on Android. On May 25, 2023, YouTube announced that they would be shutting down this feature on June 26, 2023. On October 15, 2024, the platform officially extended the length of shorts to 3 minutes. In May 2022, Google announced that they would be shutting down YouTube Go in August 2022. On February 1, 2018, it was rolled out in 130 countries worldwide, including Brazil, Mexico, Turkey, and Iraq. In February 2017, YouTube Go was launched in India, and expanded in November 2017 to 14 other countries, including Nigeria, Indonesia, Thailand, Malaysia, Vietnam, the Philippines, Kenya, and South Africa.
Following criticisms of its implementation of those systems, YouTube started treating all videos designated as "made for kids" as liable under COPPA on January 6, 2020. In response to EU officials requesting that such services reduce bandwidth to make sure medical entities had sufficient bandwidth to share information, YouTube and Netflix said they would reduce streaming quality for at least thirty days as to cut bandwidth use of their services by 25% to comply with the EU's request. By February 2017, one billion hours of YouTube videos were being watched every day, and 400 hours worth of videos were uploaded every minute.
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On March 20, 2019, Nintendo announced on Twitter that the company will end the Creators program. In January 2010, YouTube introduced a film rentals service, available in many countries, and TV shows can be bought in several countries. YouTube had $29.2 billion ads revenue in 2022, up by $398 million from the prior year. According to Google, YouTube had made US$15.1 billion in ad revenue in 2019, in contrast to US$8.1 billion in 2017 and US$11.1 billion in 2018.
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Despite eventually being taken down, these duplicate uploads of the skit helped popularize YouTube's reach and led to the upload of more third-party content. Besides helping to bolster ratings and long-term viewership for Saturday Night Live, "Lazy Sunday"'s status as an early viral video helped establish YouTube as an important website. YouTube was not the first video-sharing site on the Internet; Vimeo was founded in November 2004, though that site remained a side project of its developers from CollegeHumor. The site exited beta in December 2005, by which time the site was receiving 8 million views a day.
Like TikTok, it gives users access to built-in creative tools, including the possibility of adding licensed music to their videos. On October 28, 2015, the service was relaunched as YouTube Red, offering ad-free streaming of all videos and access to exclusive original content. In 2014, YouTube announced a subscription service known as "Music Key", which bundled ad-free streaming of music content on YouTube with the existing Google Play Music service. In May 2013, Nintendo began enforcing its copyright ownership and claiming the advertising revenue from video creators who posted screenshots of its games. On April 6, 2017, YouTube announced that to "ensure revenue only flows to creators who are playing by the rules", it would change its practices to require that a channel undergo a policy compliance review, and have at least 10,000-lifetime views, before they may join the YouTube Partner Program. In early April 2017, the YouTube channel h3h3Productions presented evidence claiming that a Wall Street Journal article had fabricated screenshots showing major brand advertising on an offensive video containing Johnny Rebel music overlaid on a Chief Keef music video, citing that the video itself had not earned any ad revenue for the uploader.
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In 2021, two accounts linked to RT DE, the German channel of the Russian state-owned RT network, were removed for breaching YouTube's policies relating to COVID-19. Should the uploader want to monetize the video again, they may remove the disputed audio in the "Video Manager". Google CEO Eric Schmidt regarded this system as necessary for resolving lawsuits such as the one from Viacom, which alleged that YouTube profited from content that it did not have the right to distribute. In the 2011 case of Smith v. Summit Entertainment LLC, professional singer Matt Smith sued Summit Entertainment for the wrongful use of copyright takedown notices on YouTube.
The use of Content ID to remove material automatically has led to controversy in some cases, as the videos have not been checked by a human for fair use. When this occurs, the content owner has the choice of blocking the video to make it unviewable, tracking the viewing statistics of the video, or adding advertisements to the video.citation needed When a video is uploaded, it is checked against the database, and flags the video as a copyright violation if a match is found. The system, which was initially called "Video Identification" and later became known as Content ID, creates an ID File for copyrighted audio and video material, and stores it in a database. In April 2013, it was reported that Universal Music Group and YouTube have a contractual agreement that prevents content blocked on YouTube by a request from UMG from being restored, even if the uploader of the video files a DMCA counter-notice.
The video was retracted after it was found that the ads had been triggered by the use of copyrighted content in the video. The Guardian newspaper, as well as other major British and U.S. brands, similarly suspended their advertising on YouTube in response to their advertising appearing near offensive content. In March 2007, it struck a deal with the BBC for three channels with BBC content, one for news and two for entertainment. In May 2013, YouTube introduced a trial scheme of 53 subscription channels with prices ranging from $0.99 to $6.99 a month. The vast majority of videos on YouTube are free to view and supported by advertising. In May 2018, after London Metropolitan Police claimed that drill music videos glamorizing violence gave rise to gang violence, YouTube deleted 30 videos.
On July 30, 2025, amid the implementation of the Online Safety Act 2023 in the United Kingdom, Google announced that it would begin to enforce "age assurance" policies for selected users in the United States as a trial. Around the same time, YouTube started using server-side ad injection, which allows the platform to inject the ads directly into the video, instead of having the ad as a separate file which can be blocked. In April 2024, YouTube announced it would be "strengthening our enforcement on third-party apps that violate YouTube's Terms of Service, specifically ad-blocking apps". Users of ad blockers may be given a pop-up warning saying "Video player will be blocked after 3 videos".
- In June 2008, a Forbes magazine article projected the 2008 revenue at $200 million, noting progress in advertising sales.
- The platform was first tested in India and later expanded to other countries, including the United States in March 2021, with videos now able to be up to 1 minute long.
- In December 2024, YouTube introduced new guidelines prohibiting videos with clickbait titles to enhance content quality and combat misinformation.
- When this occurs, the content owner has the choice of blocking the video to make it unviewable, tracking the viewing statistics of the video, or adding advertisements to the video.citation needed
- From Q to Q3 2024, YouTube’s combined revenue from advertising and subscriptions exceeded $50 billion.
- Other functions of Google Play Movies & TV were integrated into the Google TV service.
- Journalist Virginia Heffernan stated in The New York Times that such videos have “surprising implications” for the dissemination of culture and even the future of classical music.
In August 2008, a US court ruled in Lenz v. Universal Music Corp. that copyright holders cannot order the removal of an online file without first determining whether the posting reflected fair use of the material. Any successful complaint about copyright infringement results in a YouTube copyright strike. Despite this advice, many unauthorized clips of copyrighted material remain on YouTube. The company stated the decision was in response to experiments which confirmed that smaller YouTube creators were more frostybet casino review likely to be targeted in dislike brigading and harassment. On August 5, 2015, YouTube patched the formerly notorious behavior which caused a video's view count to freeze at "301" (later "301+") until the actual count was verified to prevent view count fraud. The decision of Alphabet to bring back YouTube creators who engaged in misinformation was criticized for prioritizing "free expression" over "facts".
Indie creators have built grassroots followings numbering in the thousands at very little cost or effort, while mass retail and radio promotion proved problematic. Businesses, schools, government agencies, and other private institutions often block social media sites, including YouTube, due to its bandwidth limitations and the site's potential for distraction. In May 2024, YouTube introduced Playables, a set of around 75 free-to-play games that can be played on the platform. Starting with the Oculus Quest, the app was updated for compatibility with mixed-reality passthrough modes on VR headsets.
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