YouTube policy: YouTube to have more ads as company revises policies | India Business News


CHENNAI: From June, you may see more ads on Youtube as the video streaming giant has revised its policies and now has the power to place ads on any content of its choice, and not just those channels covered by YouTube’s partner programme (YPP). The platform will also not share the revenue it makes from such ads with the creators on whose content the ads are hosted.
“You grant to YouTube the right to monetize your content on the service (and such monetization may include displaying ads on or within content or charging users a fee for access). This agreement does not entitle you to any payments,” reads YouTube’s new terms of service in India effective June 1. Before this, YouTube ad placements were only on content coming under its partner programme that only large creators (meeting certain thresholds of subscriber count and views) were a part of. Such creators also enjoyed a share of revenue from the ads under YPP.
Further, in a move that could impact earnings of Indian YouTubers having viewers in the US, Youtube’s terms of service now say payments from YouTube to Indian creators will be considered “royalties” from a US tax perspective, and creators who make money from YouTube need to submit their tax information in Google’s AdSense portal at the earliest. In case of Indian YouTubers, if the creator submits the tax information, he/she can claim benefits under a tax treaty between India and the US that reduces the tax rate to 15% of earnings.
However, if tax info is not submitted by May 31, Google may be required to deduct up to 24% of the total earnings as tax, the company said.
Content creators and digital marketers TOI spoke to say that YouTube’s decision to monetize the content of small players on the platform and not share a cut with them may act as a bit of discouragement to content creators who are just starting off.
“The reason Google had earlier set the minimum threshold for a video to be eligible for ads, was to bring brand safety and ensure that ads run on high quality videos which have been seen by a minimum set of users and hence has some quality measurement,” a digital marketing executive said. A Chennai-based content creator who runs a tech-centric channel on YouTube said the company was using its monopoly to monetize all popular content on the platform and not share the revenue with the creators. “I don’t monetize my channel and I am also not interested in having any ads on my videos but I have no say now,” the person said. In a third change to its terms, while YouTube’s policies always said that users cannot use “any data” from the platform that can help identify a person without their permission, the platform has now explicitly added “facial recognition” data to this- meaning no one is allowed to scrape YouTube videos for facial recognition purposes.