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YouTube's New Criteria for Showing Ads on Videos

Google has implemented stricter criteria for YouTube publishers that will impact who is eligible to run ads on videos.

For the unfamiliar, the YouTube’s Partner Program allows content creators to place ads alongside their videos and generate revenue. To qualify for the partner program in the past, the bar was actually quite low: YouTube users, in fact, only had to meet a threshold of 10,000 total views (across all their videos).

The new requirements, however, are considered by many to be far stricter (and will apply to both new and existing members of the program). The most notable change is that "total views"  is no longer a criteria at all. In its place, YouTube is now requiring that channels have a minimum of 1,000 subscribers and 4,000 hours of watch time within the past 12 months before being able to display ads.

The new requirements are currently in place for new applicants and will be enforced for existing members of the to YouTube Partner Program starting on February 20, 2018.

Google also indicated they will be monitoring "negative signals" such as community strikes, spam, and other abuse flags, and if a channel is found to be “repeatedly or egregiously” violating Google’s community guidelines then it will be removed from the program.

The change is likely to cause a fair amount of turmoil in the video advertising vertical. Google acknowledged that while its new appraoch would affect a significant number of channels eligible to run ads, the creators who will remain part of YPP represent more than 95% of YouTube's reach for advertisers. 

The takeaway, of course, should be that it is now more important than ever to keep (or start) growing your YouTube audience. Check out this infographic on YouTube growth tactics and how to get more subscribers for your channel starting today: 


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