{"id":603223,"date":"2023-01-30T23:01:00","date_gmt":"2023-01-31T05:01:00","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/01\/30\/why-thesoul-publishings-victor-potrel-isnt-overthinking-how-youtube-shorts-will-share-ad-revenue-with-creators-and-publishers\/"},"modified":"2023-01-30T23:01:00","modified_gmt":"2023-01-31T05:01:00","slug":"why-thesoul-publishings-victor-potrel-isnt-overthinking-how-youtube-shorts-will-share-ad-revenue-with-creators-and-publishers","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/01\/30\/why-thesoul-publishings-victor-potrel-isnt-overthinking-how-youtube-shorts-will-share-ad-revenue-with-creators-and-publishers\/","title":{"rendered":"Why TheSoul Publishing\u2019s Victor Potrel isn\u2019t overthinking how YouTube Shorts will share ad revenue with creators and publishers"},"content":{"rendered":"
\n\t\t\t\t\t
<\/p>\n
\n
\n
\n

January 31, 2023<\/span> | By Tim Peterson<\/a><\/p>\n<\/div>\n

<\/p>\n<\/div>\n

\n

Subscribe: Apple Podcasts<\/a> \u2022 Stitcher<\/a> \u2022 Spotify<\/a><\/p>\n

For as big as the short-form vertical video market has become over the past few years, 2023 is poised to be a monumental one. YouTube will start sharing ad revenue with Shorts creators on Feb. 1, as TikTok continues to open the revenue-sharing program it introduced last year to more creators.\u00a0<\/p>\n

\n

TheSoul Publishing \u2014 the media company behind 5-Minute Crafts and 123 Go! \u2014 is among the short-form video makers welcoming the capital infusion.\u00a0<\/p>\n

\u201cThe important thing here is that kind of direction where platforms are putting more effort into wanting to reward creators for the economic creation and so they can reinvest some of the earnings into what they do and continue to grow with this format,\u201d said Victor Potrel, vp of content distribution at TheSoul Publishing, in the latest Digiday Podcast episode.<\/p>\n

Excited as TheSoul Publishing may be, the company isn\u2019t about to overhaul its strategy to capitalize the YouTube Shorts revenue-sharing program. Part of the reason for that is it remains to be seen how much revenue Shorts creators will actually reap. YouTube will be using some complex calculations to determine how to divvy out ad dollars<\/a> to creators and publishers that raise the question of to what extent Shorts makers\u2019 revenue splits will be rewarded or penalized for using music in their videos.<\/p>\n

\u201cEven if you don\u2019t use music, then your [share of the revenue] pool may be smaller because everyone else has used music,\u201d said Potrel. \u201cSo we\u2019re not going to overthink that. It\u2019s obviously good to understand the system. But I wouldn\u2019t want to drastically change what we do based on this.\u201d<\/p>\n

Here are a few highlights from the conversation, which have been edited for length and clarity.<\/p>\n

Managing monetization expectations<\/strong><\/p>\n

We\u2019re going to wait and see on the first month what\u2019s this kind of money. I would expect that it\u2019s not going to be something where straight away we\u2019ll be able to tell.<\/p>\n

Sharing Shorts revenue with the music industry<\/strong><\/p>\n

Music is such an important part of platform vertical video. A lot of the trends are based on specific music or sounds. So it makes sense that some of that revenue that is generated also goes to the artists. At TheSoul Publishing, we actually also produce music. So some of our artists have got some tunes that got like a billion views across different short-form videos. So we think it\u2019s actually a good thing to support the music behind it.<\/p>\n

Music or no music?<\/strong><\/p>\n

I don\u2019t think we will necessarily change our content creation process based on music or no music because we might get a little bit more money here and there. I think we\u2019ll continue to try to grow reach because that\u2019s one of our goals. I wouldn\u2019t expect anyone to all of a sudden stop using music because they can make a little bit more revenue.<\/p>\n

The business case beyond revenue-sharing<\/strong><\/p>\n

We use short-form content also to drive traffic to longer-form videos on platforms. We use it to build new [intellectual properties]., which then we can grow into longer-form videos including [streaming] and [free, ad-supported streaming TV] channels. So it\u2019s not just going to be about that revenue-share monetization.<\/p>\n<\/div>\n

\n