How much money is YouTube making in ads around its YouTube Shorts feature? The company isn’t breaking out that figure just yet.
However, its CEO Neal Mohan has been talking about how monetisation of short videos on YouTube is catching up to longer content.
Variety reported on his comments at a conference in New York, where Mohan said that in terms of revenue per watch-hour, YouTube Shorts is now equalling core YouTube in a number of countries – including the US. And in some countries, it has surpassed it.
Last year, parent company Alphabet said that YouTube Shorts was generating 70bn views a day, although in its recent financials earnings call the company reported that “engaged views grew by over 20% in the first quarter” for Shorts.
What does this mean for music? At its simplest, there is money to be made from Shorts, so this is encouragement for artists, labels and other music companies to put more effort into short-form clips on YouTube if they are not already.
According to Mohan, around 70% of channels currently upload Shorts.
