Why YouTube – With Its Deep Pockets – Isn’t the Perfect Fit for All Creators

WrapPRO Special Report: Yes, YouTube’s rivals are way behind in paying the big bucks to content creators, but they may offer other advantages

Content creators these days have a lot of choices in where to build their business, but it’s not always about the money for some of them.

While YouTube has historically paid out the biggest bucks — some $30 billion in recent years — rivals like Facebook, TikTok and Snap are trying to catch up with various incentives, features and bonus programs aimed at getting creators on their platforms. Over time, these could attract creators who want dedicated platforms and tools designed for commerce or livestreaming, for instance. Ultimately, earning creators’ loyalty will come down to their monetization options, earning flexibility and what advantages they can offer over YouTube.

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Antoinette Siu

Media and Tech Reporter • antoinette.siu@thewrap.com • Twitter: @antoinettesiu