YouTube doubles entry thresholds for creator monetisation
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YouTube has confirmed it is significantly raising the bar for creators to join its Partner Programme (YPP) and start earning money, part of a wider push to reposition itself as a premium TV-style service alongside Netflix, HBO Max and Disney Plus. The move follows deals to broadcast shows from figures such as Trevor Noah and a broader rollout of "seasons" for organising videos, and it will make monetisation notably harder for new and existing creators alike.
From 1 February 2027, new applicants will need 1,000 subscribers plus either 8,000 qualified watch hours in the past year or 20 million qualified Shorts views in the last 90 days, roughly double the current 4,000-hour or 10-million-view thresholds. Creators will also need to sustain 10 million Shorts views over 90 days to earn from the Shorts Creators Pool, though dropping below this won't trigger removal from YPP. Separately, YouTube is expanding its cheaper Premium Lite subscription tier to all Premium markets, saying subscribers typically generate more revenue than ad-supported viewers, with subscription income split 55% to long-form video and 45% to Shorts. Existing YPP members face new ongoing requirements too, such as maintaining 1,000 watch hours, 1 million Shorts views, or posting two long-form videos or five Shorts every 90 days, and must accept the new terms by 31 January 2027 to keep earning.
- YouTube doubles watch-hour and Shorts-view thresholds for monetisation from Feb 2027
- Move reflects YouTube's push to become a premium TV-style platform
- Premium Lite subscription expanding globally to boost creator earnings
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YouTube's Partner Programme is the system that lets creators earn money from adverts and subscriptions on their videos, and it sets minimum thresholds, such as subscriber counts and watch time, that channels must hit before they can join or keep earning. YouTube periodically adjusts these thresholds, which affects how easy or hard it is for creators, from big channels to smaller hobbyists, to make a living or earn extra income from the platform.
Separately, YouTube has been expanding "Premium Lite", a cheaper version of its ad-free subscription that offers fewer features than full Premium, and broadening where it is available. Subscription revenue like this is shared with creators according to a fixed split, alongside the advertising income the platform has traditionally relied on.
These moves sit within a broader shift by YouTube to position itself less as a video-sharing site and more as a rival to television and streaming services such as Netflix, HBO Max and Disney Plus, including signing deals with established media figures and adding features for organising content into series. That context matters because it shapes why the platform might want to raise the bar for who can monetise, while also growing other revenue streams for creators.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
YouTube's approach reflects legitimate business repositioning as the platform matures and competes with premium streaming services like Netflix and HBO Max. Raising monetisation thresholds incentivises serious, audience-focused content creation, protects the platform's brand reputation, and allows YouTube to invest more meaningfully in demonstrably successful creators. Focusing resources on higher-quality content makes economic sense and creates a more sustainable funding model less dependent on advertising.
The case against
Critics argue the policy substantially raises barriers for aspiring and growing creators, potentially discouraging emerging talent and reducing content diversity. Existing creators face retention requirements that may prove impossible in niche categories, concentrating rewards among the already-established whilst squeezing out those building audiences. The move feels extractive—YouTube profits substantially from creator content but makes earning harder—and forcing acceptance of new terms undermines creator agency and the collaborative relationship between platform and creators.
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Originally published by The Verge as “YouTube is making it harder to earn money on YouTube”.