YouTube Joins Digital Gifting Trend with Jewels for Creators

Latest Streaming Update: YouTube Introduces Gifting Feature for Creators

YouTube is evolving its platform by launching a new feature that allows viewers to purchase “jewels” to send gifts to their favorite creators during live streams. This initiative was announced during the September Made on YouTube event and is currently rolling out in the United States for creators eligible under the YouTube Partner Program.

How Does the Gifting Feature Work?

The gifting mechanism closely resembles TikTok’s popular livestream gifting system, where users buy virtual “coins.” On YouTube, when viewers send gifts to livestreamers, these appear on the screen and contribute to the creators' earnings in the form of “rubies,” valued at one cent each. However, YouTube has opted for a variable revenue share, meaning that the actual earnings from gifts can fluctuate due to different promotional strategies.

Creator Incentives and Changes

To encourage participation, YouTube is offering a temporary incentive: for the next three months, eligible creators can earn a 50% bonus on their gifting earnings, up to a maximum of $1,000 each month. It's important to note that gifts can only be received during vertical livestreams directly on YouTube or via third-party streaming software, and viewers must gift through the YouTube mobile application.

Impact on the Creator Community

Once creators opt into the gifting feature, they will no longer be able to receive YouTube’s Super Stickers from their fans, indicating a shift in how audiences can support their favorite content creators. The alternative gifting method aims to increase viewer engagement and potentially revenue for creators in the competitive streaming landscape.

The Influence of TikTok’s Success

YouTube’s introduction of this feature may have been influenced by TikTok’s significant success with its gifting options, which have reportedly led to addictive behaviors among some users. Instances have been reported where individuals spent large sums of money, including one instance where an individual spent their inheritance on gifts.

Additional Features Under Testing

In addition to the new gifting feature, YouTube is also experimenting with a TikTok-like endless video feed function. This involves the implementation of a swipe gesture for navigating through long-form videos, indicating YouTube’s commitment to adopting features that enhance user engagement and streamline content consumption.

Conclusion

As YouTube rolls out this gifting feature, it will be intriguing to see its impact on both viewer engagement and creator revenue streams. The ability for fans to support their beloved creators with gifts offers a fresh dynamic in the streaming world.

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