In addition to advertising revenue, YouTube content creators will soon earn income from users subscribing to the platform's paid plans. Photo: Huu Hanh / Tuoi Tre
YouTube announced a series of updates to its YouTube Partner Program (YPP) on Tuesday, including an expansion of revenue-sharing opportunities through the platform's subscription offerings.
Subscription plans to provide creators with additional income
A key change is the expansion of Premium Lite to all markets where YouTube Premium is available, including Vietnam, allowing creators to earn a share of subscription revenue in addition to advertising income.
YouTube said it will allocate 30 percent of net revenue from Premium subscriptions and 60 percent from Premium Lite subscriptions to creator revenue-sharing pools.
In Vietnam, the pool will be calculated based on revenue generated from subscriptions sold in the domestic market.
The allocations are made after deducting operating costs, service promotion expenses and payments to music partners. The revenue-sharing pool will be distributed based on subscribers' watch time and view counts.
Creators will receive a share according to content format, with 55 percent allocated to long-form videos and 45 percent to Shorts.
YouTube said Premium subscribers typically generate more revenue for creators than viewers who watch ad-supported content, making subscription growth an increasingly important source of earnings.
In Vietnam, YouTube Premium's individual plan starts at VND79,000 (about $3) per month.
YouTube revises Shorts revenue-sharing rules
YouTube is also revising how creators earn revenue from Shorts, its short-form video feature, as part of broader changes to the YouTube Partner Program.
Under the new rules, creators must generate at least 10 million eligible Shorts views within a 90-day period to qualify for revenue sharing from advertisements and subscription services on Shorts, starting February 1, 2027.
Channels that fall below the threshold will remain members of the YouTube Partner Program and continue earning revenue from long-form videos.
Shorts monetization will be reinstated once the required view count is achieved.
The company said it plans to roll out additional monetization initiatives to help creators diversify their income beyond advertising.
These may include rewards linked to YouTube Shopping, incentives for brand collaborations, and programs aimed at encouraging creators to develop new content trends.
More than three million creators worldwide are currently enrolled in the YouTube Partner Program, according to YouTube.
The company said the latest updates are designed to broaden earning opportunities for creators while increasing investment in programs that support the creator community. The new terms will officially take effect on February 1, 2027.
Many Vietnamese YouTube channels surpass VND1 billion ($38,000) in revenue
YouTube said its platform now records more than 200 billion Shorts views and over one billion hours of television viewing every day worldwide.
The platform reaches more than 93 percent of Vietnam’s online population aged 18-29, while watch time for Gen Z-related content increased by more than 125 percent over the past year.
YouTube has also become increasingly popular among Vietnamese households. As of June 2024, more than 33 million people in Vietnam watched YouTube on television, with logged-in users spending an average of more than four hours per day on the platform.
The figures underscore YouTube's growing presence in the daily lives of Vietnamese families and its expanding role as a source of entertainment and content consumption.
According to YouTube, the number of Vietnamese channels generating more than VND1 billion ($38,000) in revenue rose 35 percent year-on-year by the end of 2024.
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