Youtube has begun to run ads on smaller creators' videos without sharing revenue with them.
Typically, creators receive a portion of the revenue through their role in YouTube's Partner Program. However, to get into the program, the creator's channel has to accumulate 4,000 total hours of watch time over the last 12 months and have more than 1,000 subscribers.
Before the update, YouTube claims these videos only received ads in limited circumstances, such as if they were monetized by a record label as part of a copyright claim. Under the company's new Terms of Service, a creator who is not in the partner program "may see ads on some of your videos,".
Naturally, this update has put further strain on the already tense relationship between content creators and YouTube.
YouTube refrained from commenting how many channels will see non-revenue shared ads run on their videos, but confirmed channels of all sizes may see ads appear. They also claimed they will monitor the impact on creators.