YouTube is paving the way to introduce more mature advertising to users’ videos and channels that have a similar audience, according to its CEO Susan Wojciki.
In a blog post to content creators today, Wojciki said the company was conducting experiments to pair content that may be considered “edgy” with suitable advertising.
“We’ve heard loud and clear that our policies need to differentiate between real-world violence and gaming violence.”– CEO Susan Wojciki
“As you know, yellow icons (on videos that have not fully met advertiser-friendly guidelines) are a signal that only limited advertising can run on a particular video because of its content. We’re working to identify advertisers who are interested in edgier content, like a marketer looking to promote an R-rated movie, so we can match them with creators whose content fits their ads. In its first month, this program resulted in hundreds of thousands of dollars in ads on yellow icon videos,” Wojciki said.
The announcement will come as a welcomed change to many YouTubers whose content was previously flagged as too mature for its typical advertising.
Gamers especially should benefit, as many on the platform have channels with gaming content considered violent. “We’ve heard loud and clear that our policies need to differentiate between real-world violence and gaming violence,” she said, adding “we have a policy update coming soon that will do just that. The new policy will have fewer restrictions for violence in gaming, but maintain our high bar to protect audiences from real-world violence.”
YouTube continues to be a viable source of income for hundreds of thousands of people across the world, with numerous possible streams of income, including views per videos, ads watched by subscribers and paid product placements. Wojciki reported that the number of YouTubers with a million or more subscribers grew 65 per cent in the past year alone while those making five or six figure sums annually increased by over 40 per cent.
YouTube is the world’s second largest search engine behind parent company, Google.