For years, the route into YouTube’s full Partner Programme has been fairly straightforward: reach 1,000 subscribers and rack up 4,000 hours of public watch time within 12 months. From February next year, that second number is changing rather dramatically.
Instead of needing 4,000 hours of watch time, new creators will need 8,000.
That’s quite a jump, particularly when the existing target can already take smaller channels months, if not years, to reach.
My questions when I first heard this news was: why 8,000? How did they come up with that number? It seems rather arbitrary.
The more I’ve thought about it, though, the more I think this might be about something much bigger than simply making creators work harder. I believe YouTube is planning ahead and making some seemingly tough decisions now as it lays new foundations for what the platform is ultimately becoming.
Because increasingly, YouTube isn’t just YouTube.
It’s television.
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