Starting today, new channels will need 1,000 subscribers and 4,000 hours of watch time within the past 12 months to be eligible for ads. While we took several steps previous year to protect advertisers from inappropriate content, we know we need to do more to ensure that their ads run alongside content that reflects their values.
In a blog post, YouTube says the new rules will affect "a significant" number of its user-created channels, but won't provide an official tally. And within Google Preferred, the company says it will also make distinctions about how brand-safe its content will be, via a "three-tier suitability system" that the company says will "give them appropriate placements for their brand, while understanding potential reach trade offs".
Under this system, Paul's video would have been reviewed by a human moderator, who would have conceivably flagged it as not being eligible for Google Preferred ads due to its disturbing content.
In April, after an ad boycott began, YouTube raised the cap for splitting revenue with video creators, requiring these sites to have at least 10,000 views.
The world's largest video site will kick thousands of people out of its ad revenue-sharing program, and will make it much harder for new ones to get into the program. Paul's actions drew widespread condemnation for both himself and YouTube.
As for Mr. Paul, YouTube removed him from the Google Preferred program, although it didn't cancel his account or stop his ability to make money from ads.
New and existing creators will have to meet these specific standards. It's been clear over the last few months that we need the right requirements and better signals to identify the channels that have earned the right to run ads.
"After thoughtful consideration, we believe these are necessary compromises to protect our community", Mohan and Kyncl wrote. Videos will also be verified to ensure that they follow ad-friendly guidelines.
YouTube said Tuesday that human reviewers would watch every second of video in its curated lineup of top content, dubbed Google Preferred, which brands pay a premium to advertise on.