CALIFORNIA: YouTube has introduced an exclusive feature tailored for its paying subscribers, introducing “Members Only Shorts” to the platform.
This latest addition aims to empower creators by allowing them to share short-form videos solely with their paying audience, complementing the existing perks enjoyed by members such as custom emojis, badges, and exclusive livestreams.
With Members Only Shorts, YouTube creators can incentivize viewers to subscribe by providing access to additional content, such as special announcements, product releases, or limited-time deals. The feature offers creators the opportunity to engage with their audience through various formats like Q&A sessions, behind-the-scenes glimpses, or previews of upcoming content.
This move by YouTube follows a similar strategy adopted by TikTok, which recently expanded its subscription offerings to include non-live creators. Renamed as “Subscription”, TikTok’s monetization tool allows creators to share exclusive videos accessible only to paying subscribers, thus diversifying the platform’s revenue streams.
Creators also have the flexibility to convert an existing Short into a members-only format and schedule Shorts to transition from members-only to public, granting subscribers early access before general release.
YouTube, a subsidiary of Google, advises creators to adopt a more casual and authentic tone in these Shorts compared to their public content, with the aim of fostering a sense of intimacy between creators and their subscribers.
Subscribers will encounter these exclusive short videos in various locations on the platform, including the Shorts tab, Subscriptions feed, and the creator’s channel, all marked with a star icon indicating their exclusivity to paying subscribers.
In a Thursday announcement, YouTube revealed that Shorts garners an average of 70 billion daily views, with over 25% of channels participating in YouTube’s Partner Program generating revenue through Shorts’ revenue-sharing model.
