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When it comes to YouTube, different people have different aims. Some businesses use the platform to promote their services, share useful information and build their brand, while others are looking to grow their channels and generate an income from their videos.
If you’re looking to monetise your YouTube content, there are some important changes coming in 2027 that you need to be aware of.
From 1 February 2027, YouTube is changing the requirements for new creators who want to earn advertising and YouTube Premium revenue through the YouTube Partner Programme.
Here are three things you need to know about the new YouTube monetisation rules.
The biggest change is that YouTube is increasing the requirements for new creators who want to access advertising and YouTube Premium revenue sharing.
Currently, creators need 1,000 subscribers and either 4,000 qualified public watch hours in the previous 365 days or 10 million qualified Shorts views in the previous 90 days.
From 1 February 2027, these requirements will increase to:
• 1,000 subscribers
• 8,000 qualified watch hours in the previous 365 days
or
• 20 million qualified Shorts views in the previous 90 days
This means that new creators will need to build a larger audience before they can access advertising and YouTube Premium revenue at this level.
It’s important to note that these changes apply to new creators joining the relevant level of the YouTube Partner Programme.
If you are already a member of the YPP, you won’t suddenly need to reach 8,000 watch hours or 20 million Shorts views to remain in the programme.
The new rules don’t mean that smaller YouTube channels won’t be able to make money.
YouTube is keeping its lower entry level for a number of other monetisation features, including fan funding, YouTube Shopping and Creator Partnerships.
Creators can continue to access these opportunities when they reach:
• 500 subscribers
• 3,000 qualified watch hours in the previous 365 days
or
• 3 million qualified Shorts views in the previous 90 days
This means that creators can begin building a business around their YouTube audience before reaching the higher threshold required for advertising and YouTube Premium revenue.
For businesses and creators, this is an important distinction. Monetisation on YouTube isn’t just about advertising.
Features such as memberships, fan funding, shopping and brand partnerships can all provide additional ways of generating income from an established audience.
YouTube is also making changes to how creators earn money from Shorts.
From 1 February 2027, creators will need to maintain 10 million qualified Shorts views over the previous 90 days to earn from the Shorts Creator Pool.
If a creator falls below this threshold, they won’t be removed from the YouTube Partner Programme.
Instead, their Shorts revenue sharing will pause until they reach the required level again.
Importantly, falling below the Shorts threshold won’t affect other YPP earnings, such as revenue from long-form videos.
YouTube is also introducing new opportunities around Shorts, including potential incentives relating to YouTube Shopping, brand deals and cultural trends.
This gives creators more opportunities to build an income from Shorts rather than relying solely on the standard advertising model.
Although the new rules are primarily aimed at creators, they are also relevant to businesses that use YouTube as part of their marketing strategy.
For a business, YouTube doesn’t necessarily need to generate advertising revenue to be valuable.
A well-produced video can help a business:
• Explain its products or services
• Demonstrate expertise
• Build trust with potential customers
• Showcase previous work
• Introduce its team
• Answer common customer questions
• Generate content for other social media platforms
For example, a testimonial and case study video could be uploaded to YouTube and then shared on a company’s website, LinkedIn and other social platforms.
Similarly, a corporate promotional video could be edited into shorter clips for use across multiple channels.
With higher monetisation thresholds coming into place, some creators may focus on producing more content to reach the required number of views and watch hours.
For businesses, however, producing more videos isn’t necessarily the answer.
The important thing is to create content that your audience actually wants to watch.
Good video production can help with this by combining clear messaging, strong visuals, interviews, storytelling and professional editing.
This doesn’t mean every YouTube video needs to be a large corporate production. The right approach depends on the audience, the purpose of the video and where the content will be used.
YouTube is also introducing updated activity requirements for existing YPP channels.
From February 2027, a channel can be considered active if it meets at least one of the following requirements:
• 1,000 qualified watch hours in the previous 365 days
• 1 million qualified Shorts views in the previous 90 days
• 2 long-form videos or 5 Shorts uploaded every 90 days
This is another reason why having a clear content plan can be useful.
Rather than producing one video and then leaving your YouTube channel untouched, businesses can plan a series of videos around their services, customers, projects and expertise.
Our video production process can help businesses plan the different stages involved in creating video content, from the initial idea through to filming and editing.
If you’re already part of the YouTube Partner Programme, there is one important deadline to be aware of.
YouTube says existing creators need to review and accept the relevant updated monetisation terms in YouTube Studio by 31 January 2027.
If the relevant terms aren’t accepted by the deadline, the associated monetisation features will stop earning from 1 February.
This doesn’t mean that the channel is removed from the YouTube Partner Programme. The relevant monetisation features can be restored by accepting the updated terms.
The new YouTube rules highlight something that is important whether you’re trying to monetise a channel or simply use YouTube as a marketing platform.
Getting views is only part of the picture.
The most useful YouTube content gives viewers a reason to watch.
For businesses, this could mean creating educational videos that answer customer questions, filming interviews with industry experts, producing customer case studies or showing how a product or service works.
Instead of simply telling people what your business does, video gives you an opportunity to show them.
YouTube is changing its monetisation rules from 1 February 2027, with new creators needing 1,000 subscribers and either 8,000 qualified watch hours or 20 million qualified Shorts views to access advertising and YouTube Premium revenue sharing.
However, smaller creators will still have access to other monetisation features at the lower 500-subscriber threshold, while existing YPP members won’t need to requalify under the new entry requirements.
For businesses, the changes are another reminder that building a successful YouTube presence is about more than simply uploading videos.
The content needs to be useful, engaging and relevant to the people you’re trying to reach.
At CMA Video, we create professional video content for businesses and organisations, including corporate promotional videos, testimonial and case study videos, event videos and training content.
If you’re looking to create video content for YouTube or other digital channels, get in touch to discuss your project.
