YouTube is offering new financial incentives to content creators in an effort to lure them away from fast-growing rival TikTok, as the social media rivals battle over new, younger users amid a slowdown in digital advertising.
The division of Google parent Alphabet will on Wednesday introduce a new revenue share scheme on Shorts, its short-form clips offering, allowing creators to take a cut of advertising profits from their videos.
YouTube has been heavily promoting Shorts which was launched in 2020 to compete against the popularity of TikTok with Gen Z users. This has seen YouTube, which was launched in 2005, roll out ads on Shorts in September last year.
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