Susan Wojcicki

In 2017, YouTube considered changing a major facet of its business model— paying creators based on viewer engagement, rather than the ad revenue they created, according to a Bloomberg earlier this month.
Business Insider obtained unreleased YouTube support center drafts that provide more detail about the proposed payments model from 2017, showing that changes would have involved more than just engagement metrics.
According to the documents, YouTube was planning to introduce three new pillars to its payments model for creators: “attract, engage, and retain.”
A YouTube spokesperson told Business Insider that its “leadership decided not to move forward with this particular project as we got feedback the new metrics could be hard for creators to understand and directly impact.”
Bloomberg reported that Google’s chief exec also feared that the new model would increase the site’s problems with “filter bubbles,” — or, continuing to serve people content that appeals to their preexisting beliefs.
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In 2017, YouTube considered changing its business model completely — paying video “creators” based on viewer engagement, rather than on the ad revenue that their videos generated. The proposed changes were first reported by Bloomberg earlier this month.

The plan — known internally as “Project Bean” or, sometimes, “Boil The Ocean” — was worked on for at least a year by YouTube engineers and pitched at a leadership meeting by CEO Susan Wojcicki, Bloomberg reported. It was ultimately vetoed by Wojcicki’s boss, Google CEO Sundar Pichai, who feared that the new system could cause unintended problems.

Read more: Google’s CEO once shut down an experimental project that would have totally changed how YouTube creators get paid, report says

Recently, Business Insider obtained unreleased YouTube support center drafts that provide more detail about the proposed payments model from 2017, showing that changes would have involved more than just engagement metrics — or, how many viewers watch a video and for how long.

In the documents, YouTube said that rather than paying creators based solely on the advertising dollars their videos were able to generate, it would start taking other factors into consideration including “how well content brings viewers to YouTube, keeps them engaged, and helps turn them into loyal fans.” Until now, the only payment model changes reported were around engagement.

According to the documents, YouTube was planning to introduce three new pillars to its payments model for creators: “attract, engage, and retain.”

The details …read more

Source:: Business Insider

      

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YouTube’s scrapped plan to change how it pays creators focused on 3 main metrics: attract, engage, and retain (GOOG, GOOGL)

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