In September 2020, YouTube announced that it would be launching a beta version of a new platform of 15-second videos, similar to TikTok, called YouTube Shorts. Like TikTok, it gives users access to built-in creative tools, including the possibility of adding licensed music to their videos. In 2013, YouTube launched a pilot program for content providers to offer premium, subscription-based channels. In 2014, YouTube announced a subscription service known as “Music Key”, which bundled ad-free streaming of music content on YouTube with the existing Google Play Music service. YouTube also released YouTube Music, a third app oriented towards streaming and discovering the music content hosted on the YouTube platform.
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As part of YouTube Music, Universal and YouTube signed an agreement in 2017, which was followed by separate agreements other major labels, which gave the company the right to advertising revenue when its music was played on YouTube. By 2019, creators were having videos taken down or demonetized when Content ID identified even short segments of copyrighted music within a much longer video, with different levels of enforcement depending on the record label. Since its purchase by Google, YouTube has expanded beyond the core website into mobile apps, network television, and the ability to link with other platforms.
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YouTube has faced numerous challenges and criticisms in its attempts to deal with copyright, including the site’s first viral video, Lazy Sunday, which had to be taken down, due to copyright concerns. At the time of uploading a video, YouTube users are shown a message asking them not to violate copyright laws. YouTube does not view videos before they are posted online, and it is left to copyright holders to issue a DMCA takedown notice pursuant to the terms of the Online Copyright Infringement Liability Limitation Act. Three successful complaints for copyright infringement against a user account will result in the account and all of its uploaded videos being deleted. The company stated the decision was in response to experiments which confirmed that smaller YouTube creators were more likely to be targeted in dislike brigading and harassment.
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YouTube typically takes 45 percent of the advertising revenue from videos in the Partner Program, with 55 percent going to the uploader. According to TubeMogul, in 2013 a pre-roll advertisement on YouTube (one that is shown before the video starts) cost advertisers on average $7.60 per 1000 views. Usually, no more than half of the eligible videos have a pre-roll advertisement, due to a lack of interested advertisers.
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YouTube, a video sharing platform, has faced various criticisms over the years, particularly regarding content moderation, offensive content, and monetization. In 2016, YouTube introduced an option to watch every video on the platform in 360-degree mode with Snoop Dogg. The next year, the site celebrated its “100th anniversary” with a range of sepia-toned silent, early 1900s-style films, including a parody of Keyboard Cat. In 2012, clicking on the image of a DVD next to the site logo led to a video about a purported option to order every YouTube video for home delivery on DVD.
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- As part of YouTube Music, Universal and YouTube signed an agreement in 2017, which was followed by separate agreements other major labels, which gave the company the right to advertising revenue when its music was played on YouTube.
- In October, YouTube announced that they would be rolling out customizable user handles in addition to channel names, which would also become channel URLs.
- On February 28, 2017, in a press announcement held at YouTube Space Los Angeles, YouTube announced YouTube TV, an over-the-top MVPD-style subscription service that would be available for United States customers at a price of US$65 per month.
- On November 1, 2016, the dispute with GEMA was resolved, with Google content ID being used to allow advertisements to be added to videos with content protected by GEMA.
- At the time of uploading a video, YouTube users are shown a message asking them not to violate copyright laws.
- In September 2020, YouTube announced that it would be launching a beta version of a new platform of 15-second videos, similar to TikTok, called YouTube Shorts.
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YouTube Stories
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- In February 2005, the company registered The same day, the company launched a public beta and by November, a Nike ad featuring Ronaldinho became the first video to reach one million total views.
- YouTube has had unprecedented social impact, influencing popular culture, internet trends, and creating multimillionaire celebrities.
- In 2010, it was reported that nearly a third of the videos with advertisements were uploaded without permission of the copyright holders.
- On May 22, 2018, the music streaming platform named “YouTube Music” was launched for people who mostly listen to music on YouTube.
- YouTube incorporated the Google AdSense program, generating more revenue for both YouTube and approved content creators.
- On July 30, 2025, amid the implementation of the Online Safety Act 2023 in the United Kingdom, Google announced that it would begin to enforce “age assurance” policies for selected users in the United States as a trial.
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The video was retracted after it was found that the ads had been triggered by the use of copyrighted content in the video. Indie creators have CuntBoom built grassroots followings numbering in the thousands at very little cost or effort, while mass retail and radio promotion proved problematic. By early 2013, Billboard had announced that it was factoring YouTube streaming data into calculation of the Billboard Hot 100 and related genre charts.
In October 2024, a Russian court fined Google 2 undecillion rubles (equivalent to US$20 decillion) for restricting Russian state media channels on YouTube.
- Whereas YouTube’s inherent ability to allow presidents to directly connect with average citizens was noted, the YouTube content creators’ new media savvy was perceived necessary to better cope with the website’s distracting content and fickle audience.
- YouTube also released YouTube Music, a third app oriented towards streaming and discovering the music content hosted on the YouTube platform.
- Discovery (including among others Bravo, USA Network, Syfy, Disney Channel, CNN, Cartoon Network, E!, Fox Sports 1, Freeform, FX and ESPN).
- Journalist Virginia Heffernan stated in The New York Times that such videos have “surprising implications” for the dissemination of culture and even the future of classical music.
- In 2023, YouTube’s advertising revenue totaled $31.7 billion, a 2% increase from the $31.1 billion reported in 2022.
- In 2008, all links to videos on the main page were redirected to Rick Astley’s music video “Never Gonna Give You Up”, a prank known as “rickrolling”.
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In September 2016, after introducing an enhanced notification system to inform users of these violations, YouTube’s policies were criticized by prominent users, including Philip DeFranco and Vlogbrothers. DeFranco argued that not being able to earn advertising revenue on such videos was “censorship by a different name”. A YouTube spokesperson stated that while the policy itself was not new, the service had “improved the notification and appeal process to ensure better communication to our creators”. In the United States as of November 2020, and June 2021 worldwide, YouTube reserves the right to monetize any video on the platform, even if their uploader is not a member of the YouTube Partner Program. This will occur on channels whose content is deemed “advertiser-friendly”, and all revenue will go directly to Google without any share given to the uploader.
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On July 30, 2025, amid the implementation of the Online Safety Act 2023 in the United Kingdom, Google announced that it would begin to enforce “age assurance” policies for selected users in the United States as a trial. The user must go through age verification via payment, scanned ID, or selfie to access all features if they are detected to be a minor. It was at this time that YouTube adopted the slogan “Broadcast Yourself”.The company experienced rapid growth.