YouTube tightens monetisation rules, Shorts creators now need 10 mn views every 90 days

YouTube is raising the bar for creators looking to earn advertising and subscription revenue from the platform, with Shorts creators set to face a particularly significant change from February 1, 2027.

In its latest update to the YouTube Partner Program (YPP), the platform said creators will need to demonstrate sustained audience engagement to remain eligible for revenue sharing from Shorts. From February 1, 2027, channels will need 10 million qualified Shorts views in the preceding 90 days to qualify for ads and subscription revenue sharing on Shorts.

The announcement, made in a major YouTube blog post on Monday, marks the platform's first significant overhaul of the Partner Program since 2018. YouTube said the changes are aimed at ensuring that the programme continues to "meaningfully reward active creators". 

The move could particularly affect smaller and mid-sized creators who have built their presence primarily around short-form videos but do not consistently generate millions of views every quarter.

Importantly, YouTube clarified that falling below the 10-million-view mark will not remove a creator from the YPP. Such channels will continue to be able to earn from long-form content, while Shorts revenue sharing will resume once they cross the threshold again.

New creators face a higher entry barrier

YouTube is also doubling the eligibility requirement for new creators seeking access to advertising and Premium revenue sharing.

From February 1, 2027, new applicants will need either 8,000 qualified public watch hours in the previous 365 days or 20 million qualified Shorts views in the previous 90 days. The current thresholds are 4,000 watch hours or 10 million Shorts views.

The higher threshold, however, does not apply to creators who are already part of YPP. YouTube said the entry requirements for fan-funding and shopping products will remain unchanged. 

YouTube's announcement comes at a time when short-form video has become one of the most important routes for new creators to build audiences. But the revised structure signals a shift from simply rewarding reach towards rewarding sustained activity, engagement and the ability to generate value across the platform.

YouTube wants creators to look beyond ad revenue

For creators unable to consistently hit the 10-million Shorts-view threshold, YouTube said it is preparing alternative monetisation opportunities.

These include incentives linked to YouTube Shopping, brand deals and trends, effectively pushing creators towards commerce and brand-led revenue streams rather than relying exclusively on advertising.

YouTube said it would introduce "new incentive programs" that reward creators for growth and engagement. The company also indicated that more details on these programmes will be announced later.

For the advertising industry, the change could make brand collaborations increasingly important for creators below the Shorts monetisation threshold. Creators who may not generate enough views to qualify for Shorts ad revenue could instead have greater incentive to build niche communities that are attractive to brands.

Premium Lite expands

Alongside the changes to YPP, YouTube announced the expansion of Premium Lite to all countries where YouTube Premium is available.

Under the new structure, 60% of net Premium Lite subscription revenue is allocated to the creator pool, compared with 30% for standard Premium. The pool is distributed according to member watch time and views, after which creators receive a revenue share of 55% for long-form videos and 45% for Shorts.

YouTube said creators can expect higher earnings when a user subscribes to Premium compared with when the same user watches ads, based on its 2026 performance data. 

The platform, which says YPP now has more than three million creators, expects to pay creators more in 2027 than it did in 2026. But the latest changes also make clear that simply being part of the Partner Program will no longer guarantee a steady stream of Shorts advertising revenue.

For the next generation of creators, the message from YouTube is increasingly clear: audience scale matters, but sustained engagement, commerce and brand partnerships could matter just as much.