YouTube changes rules: ads coming to more videos

YouTube has announced new Terms of Service for the U.S.: ads will also be placed in videos that aren't part of the Partner Program

Advertising is also coming to videos from YouTube's smaller creators. The streaming video platform owned by Google has announced new rules for the distribution of ads in the channels and commercials will arrive also for those that are not part of the YouTube Partner Program.

The new YouTube terms of service provide for the insertion of advertisements also in videos that usually do not give right to monetization for the channel and for the moment they concern only the United States. The novelty therefore affects all those who post clips on Google's platform just for fun or to share them with friends. If the video is considered "brand-safe" or suitable for a general audience, the channel owner will find a spot at the beginning or in the middle of the shared clip even if he or she is not part of YouTube's Partner Program and therefore won't be eligible to get paid.

YouTube, the new rules for advertisements

The new rules for advertisements came into effect on November 18, 2020 and are found in a section added to the Terms of Service named "Right to Monetization," in which YouTube explains that uploading content to the platform will allow ads to be placed there and this will not entitle you to receive any payment.

This implies that for channels that are not part of YouTube's Partner Program, ads will begin to be distributed on a limited number of videos. Google's platform emphasizes that if users want to, and meet the eligibility requirements, they can apply to join the Partner Program. To check your channel's progress and see if you're eligible to join the program, you'll need to access the Monetization tab in YouTube Studio.

To join the Partner Program, small creators will need to have at least 4,000 hours of public viewing in the past 12 months and more than 1,000 subscribers to their channel.

YouTube, what changes for the Partner Program

The changes to the rules also affect those who are part of the Partner Program or have signed other types of contracts with YouTube, such as channel subscriptions or Superchat. In this case, advertising revenue will be treated as royalties, and Google's streaming video platform may withhold taxes from payments if required by law.

For this reason, creators located in the U.S. may have to submit their tax information into AdSense and be subject to U.S. tax withholding. YouTube stresses that U.S. creators in general should have no taxation issues, provided they provide valid documentation.

At the moment, the change in terms of service does not affect creators in other countries outside the U.S., but YouTube is committed to providing more information for when the new rules take effect for everyone starting next year.