More details have emerged about the new YouTube Applause donation feature.
YouTube is following in Twitch’s footsteps by fering viewers the ability to support creators. YouTube Applause, with users buying claps for their favorite creators. A small $2 donation gives users a clapping animation for their supported videos.
Viewer applause is only available in beta, and you must be invited by YouTube to test Applause.
The feature is an early test how creators may explore new ways to make money from their videos. YouTube’s Adpocalypse trend demonetizing videos it finds troublesome has spawned lots contention. Some creators aren’t told why their videos are demonetized, while whole channels have their income removed.
YouTube Applause is only available to channels with more than 100,000 subscribers. These channels have to opt-in to the feature through the YouTube Dashboard. Fans will then see a donate button to support their favorite creator.
Fans can spend up to $500 per day, or $2,000 per week on Super Chats, Super Stickers, and viewer applause. The limit is likely to reduce abuse the feature.
The whole idea leans heavily into what rival platform Twitch viewers already finds familiar. Twitch streamers earn a large part their income from donations directly from their viewers.
YouTube takes 30% donations made through SuperChat and its new viewer applause feature. That means the average $2 donation puts $0.60 in YouTube’s pocket before the creator. (YouTube is already getting most the ad revenue too, why do they need to skim donations?)
This new direction shouldn’t be surprising to anyone who is listening – CEO Sundar Pichai confirmed this direction. In a recent call with investors, Pichai confirmed his company is looking into alternative monetization practices. Pichai specifically mentions YouTube as a potential area where those monetization practices could come into play.