CPM advertising refers to the cost per 1, impressions. In the case of YouTube, this means views, so an advertising rate quoted in CPM is a rate for 1, views of greater than 30 seconds of an advertising video. An advertiser who chooses to have their ad play at the start of a video will pay at a rate expressed in CPM. CPC stands for Cost per Click.
Alphabet CFO Ruth Porat told investors during an earnings call on Monday afternoon that YouTube pays out a majority of that advertising revenue to its creators. Top creators tend to earn the most ad revenue via higher rates — as long as their content is advertiser-friendly — video earnings on the network they generate a large number of views.
YouTube has gone through a turbulent period over the last few years, and one of the biggest complaints creators have had is content being deemed not suitable for advertisers, preventing them from making money. Some creators have argued that demonetized videos also lead to suppressed views.
Bottom line: new advertiser-friendly policies that have rolled out over the last couple of years have made many creators bitter toward YouTube.
That might feel unfair because they missed out on that honeymoon period. The reality is they missed out on the hardship that comes with being a pioneer, when there was less advertisers and advertising money going to creators.
You have an adpocalyse that happened for various of other reasons, which caused a bunch of problems for the platform. The company also has more than 20 million subscribers across its Premium ad-free YouTube and Music Premium services, according to Google. Creators also see revenue shares from people who watch their videos with a YouTube premium subscription, and Google is planning to continue investing in these services as they drive additional revenue.
Rinse and repeat. They earn a portion of revenue from viewers who watch their videos and subscribe to YouTube Premium. We regret the error. Next Up In Tech.