YouTube 的新观看次数、变现规则以及与 Netflix 的较量

过去几周，YouTube 发布了一些重大更新和公告，涉及它的运营方式。

Over the past few weeks, there have been some major updates and major announcements that have to do with YouTube and how it operates.

YouTube 现在完全乱套了。

YouTube is all out of whack.

如果你现在不在合作伙伴计划里，就没法赚更多钱了，对吧？

Can't make more money if you're not in the partner program now, can we?

很多人对此感到不满。

And a lot of people are upset about this.

这会让一切乱上一阵子。

This is gonna mess everything up for a while.

创作者可能会面临一些重大变化。

There could be some major changes for creators.

所以今天，我们来拆解三个不同的更新和公告，并告诉你

So today, we're gonna break down three different updates and announcements and tell

它们意味着什么。

you what they mean.

第一个更新，YouTube改变了他们计算播放量的方式。

The first update, YouTube changed how they count views.

现在只要视频开始播放就算作一次观看，哪怕是在主页上自动播放的。

It now counts as soon as the video starts playing, even if that's on the home page, autoplay.

只要第一帧画面出现，就算一次播放量。

As soon as frame one hits, it counts as a view.

以前是怎么算的呢？

What was it before?

我看到YouTube的创作者联络人Renee Ritchie谈到了这件事。

I saw Renee Ritchie, the creator liaison from YouTube talking about this.

有人推特上说那是三十秒，他回应说不止。

And in response to someone on Twitter who said that it was thirty seconds, he said, no.

其实也就几秒而已。

It's actually just some seconds.

对。

Yeah.

他说YouTube没有明确说明具体是多少秒，这是原话。

He said YouTube doesn't specify this is the quote.

YouTube没有规定具体秒数，因为不同情况可能不一样，这样人们就没法钻空子去操控播放量系统。

YouTube doesn't specify how many seconds because it can vary from situations, and so people can't game what that view system is.

他们不会告诉你具体的秒数。

They don't tell you the specific number of seconds.

所以我好奇，是不是按视频之前播放时长的一定比例来算的。

So I wonder if it was, like, a percentage of what the video was before.

有可能。

Maybe.

对。

Yeah.

这真的很有意思，因为显然这个指标是整个经济的基础。

It's really interesting because this is obviously like this metric is the basis of this economy.

这就是游戏规则。

It is the game.

这就是游戏，对吧？

It's the game, right?

这是经济的基础，因为它决定了你的广告费率。

It is the basis of the economy in terms of like this dictates your advertising rates.

它也决定了广告组的收入，你通过广告组能赚多少钱。

It dictates also in terms of ad sets, how much money you make through ad sets.

公众的看法。

Public perception.

它决定了公众的看法。

Dictates perception.

而且根据规模和大小，它决定了你建立其他业务的能力。

And depending on actually this size and scale, it dictates your ability to build other businesses.

那个依赖于粉丝，而不一定是观看量。

That one is dependent on fans, not necessarily views.

但观看量一直是这个业务和广告业务的基础。

But views have been a foundation to this business and the advertising business.

所以，基于第一帧画面就计算播放量的这个前提，真的很有意思。

So the premise that this is calculated on like a immediate first frame is really interesting.

这其实之前Facebook也发生过。

This happened a while ago with Facebook.

你还记得Facebook刚推出视频功能的时候吗？

Do you remember when Facebook launched video?

那时候只要视频一开始播放，就算一次观看。

And that was calculated like just so long as it started playing, it was a view.

很多人批评Twitter或者X的观看量，就是因为同样的原因，觉得那些数字虚高。

People have a lot of criticism about Twitter or X and its viewership because of this same thing that those feel inflated.

对。

Mhmm.

但YouTube这次的改动感觉完全不一样。

But this this on YouTube feels like a pretty different change.

而且说实话，CPM和背后的收入还是会按照旧的观看量计算方式，也就是现在创作者在工作室里能看到的“有效观看”来算。

And to be fair, CPMs and the revenue behind it will be based off of the old view calculation, which is now called engaged views that creators will be able to see in studio.

这里有几件事要说。

So a couple of things here.

我周末想了很多，而且我是从两个角度来想的：第一，从创作者的角度；然后，再从广告商的角度，因为除了观众之外，这两类人是最关注观看量的。

I thought about this over the weekend quite a bit, and I thought about it through the lens of like, number one, if we think about this as creators, and then let's think about it through advertisers because those are the two people who engage with views beyond viewers.

对。

Yep.

对吧？

Right?

所以首先，作为创作者，我在这方面想了很多。

So first, as creators, I did a lot of thinking about this.

我觉得公开的观看次数，其实从来都不是让我们知道自己在做的东西有人看的关键指标。

I think the view count, the public view count, has actually never been the thing that informs us that we're making something that people are watching.

你明白我的意思吗？

Does that make sense?

那什么才是关键指标呢？

What does inform us?

对话。

Conversation.

如果人们在推特上谈论我们的内容，或者走到我们面前说，嘿，我很喜欢那期节目，你和我，在过去十五年里，都是通过别人谈论我们的节目来了解我们做的东西的，那时候我们才知道我们做出了人们正在看的内容。

If people tweet about our stuff, if they come up to us and say, hey, I loved that episode, you and I, over our past fifteen years, have engaged with episodes that we've made through other people talking about them, that's when we know we made something that people are watching.

我想说，是的，而且。

I would say yes and.

特别是当我们谈论广大创作者的时候。

Especially when we talk about creators at large.

比如我们这些年讨论MrBeast的时候，我们主要是在谈论他的观看量。

Like when we have talked about MrBeast over the years, we are largely talking about like the amount of viewership.

这仍然是我们用来比较的一个指标。

It's still a metric that we hold and talk about to compare.

当然。

Of course.

我不是在否定这一点。

I'm not negating that.

我只是想说，作为一个创作者，如果播放量不公开，甚至不存在，你其实也能知道有没有人在看你的内容。

I'm just saying as a creator, if the view count wasn't public, if it didn't exist, you would know if people are watching your stuff or not.

这是一种感觉。

There's like a feeling to it.

对。

Yeah.

但同时，这个数字深深扎根于我们的自我价值、我们的自尊，以及我们在创作者群体中对自己的定位。

At the same time, this number is deeply rooted in our own self worth, our own egos, our understanding of ourselves in the relative context of creators.

比如，我们在世界上排第几？

Like, where do we stack up in the world?

所以它意义重大。

So it means a lot.

这个数字的变化，实际上非常关键。

Like to have this number change is actually very significant.

但如果这个数字对所有人都在变，那是不是等于对谁都没变？

But if it's changing for everyone, isn't it kind of changing for no one?

你只会得到新的标准。

You're just going to have whatever the new standard is going to be.

对，那可能是真的。

Yeah, that might be true.

实际上，

Actually,

越多越好吗？

more is better?

还是说，如果只是第一眼看到的数字，人们会觉得它没那么有价值？

Or is the perception that if it's just counted upon first glance that it's not as valuable?

那需要一定的细致理解，我不确定我们的世界里有这种细致。

That would require a level of nuance that I'm not positive exists in our world.

我同意。

I would agree.

对，我同意。

Yeah, I would agree.

我觉得这是YouTube从广告行业的角度出发，非常支持创作者的一个举措。

I think this is a very pro creator move from YouTube through the lens of the advertising industry.

所以现在回到广告主这边，我觉得那些最精明的广告主得看懂各种信号，才能决定要不要投资某个创作者。

So now back to the advertisers, I think the most nuanced advertisers are going to have to understand a variety of signals to know if they want to invest in a creator.

我觉得这个之前就已经存在了。

I think that already existed before.

但其中一个信号，我觉得就是线下活动。

But one of those signals, I think, is offline activation.

如果一个创作者办了个活动，你会看，来了多少人？

If a creator throws an event, you're like, how many people showed up?

是不是爆满？

Was it packed?

是不是很快就售罄了？

Did it sell out quickly?

一个很好的例子就是我们和Jimmy一起去美国梦购物中心那次。

A great example of this is when we went with Jimmy to the American Dream Mall.

没人知道。

Nobody knew.

那时候我们刚走出疫情。

We were coming out of the pandemic at that time.

Jimmy的订阅者从大概一千万或三千万涨到了将近一个亿。

Jimmy had gone from maybe 10 or 30,000,000 subscribers upwards of like 100.

那天没人知道会有多少人到场。

Nobody knew how many people were going to show up that day.

他自己也不知道。

He didn't know.

结果我们一到，现场人山人海。

And we showed up, and the place was packed.

那一刻，我记得有个特别有名的视频片段，是我在Jimmy身后拍的，他走到阳台上，你就能看到商场里人潮涌动。

In that moment, I think there's this very famous clip that I was filming behind Jimmy, and he goes over the balcony, and you see just the sea of people in the mall.

那个片段被用在了所有关于创作者的宣传片里，因为它就是那种“这就是观众”的瞬间。

That clip was used in every sizzle reel about creators because it was this like, That's an audience.

对吧？

Right?

所以我觉得，从广告的角度来看，现在的信号会变成各种其他的东西，如果你作为广告主非常细致的话。

So I think the signal from an advertising perspective now is going to be a variety of other things if you are incredibly nuanced as an advertiser.

如果你不是的话，我觉得创作者们马上就要

If you are not, I think creators are about to

赚更多的钱了。

get paid more money.

那我问你一个关于我们自己视频的问题。

So let me ask you a question about one of our own videos.

在以前的YouTube上，我们那期关于Hankering和AI的节目有25万次观看。

In the YouTube of yesterday, our episode about Hankering and AI has 250,000 views.

但如果你看展示次数，也就是那个视频被展示给人们的次数，是260万次。

If you actually look at the impressions, the amount of times that video was shown to people, it's 2,600,000.

所以在现在的YouTube上，往后的趋势是，你可以说那个视频可能会更接近260万次观看。

So in the YouTube of today, moving forward, you could argue that that video may live closer to 2,600,000 views.

我不觉得

I don't

是这样。

so.

因为那是缩略图的展示次数。

Because that's impressions of the thumbnail.

对。

Yeah.

但那不是自动播放。

But like That's not auto plays.

可能有一些自动播放

There may be some auto plays

里面很可能有一些自动播放。

in There's likely some auto plays in there.

我能想象它会涨到一百万次观看。

I can see a world where it shoots up to like a million views.

对，对。

Yeah, yeah.

比如说

Let's say

它稳定在一百万。

it lives at a million.

是的。

Yeah.

行。

Fine.

那我们就说它稳定在一百万。

So let's say it lives at a million.

对。

Yeah.

我觉得没问题。

Sounds good to me.

感觉不错。

Feels good.

对。

Yeah.

没错。

That's right.

因为那个视频影响力很大。

Because that video had impact.

大家都在讨论它。

Like, people were talking about it.

对。

Yeah.

这听起来可能不太相关，但我真的觉得其实很相关。

This is going to sound maybe not related, but I actually think it really is.

就像我们刚开始在YouTube上做内容的时候，YouTube大力推了很多创作者，把他们放到纽约的地铁和各地的广告牌上。

The way that when we were first coming up on YouTube, YouTube really leaned into a lot of creators and put them on subways in New York and on billboards everywhere.

我觉得这在一定程度上就是那种情况的放大版，因为在更广大的世界里，我们看起来和感觉上都可能更显眼。

I think this is somewhat of a scaled equivalent of that because to the broader world, we likely all look and feel bigger.

这个观点很好。

That's a really good point.

那我就直接从他们的更新里引用这一段。

So I'll pull this section directly from their update.

对。

Yeah.

他们原话是：我们希望在所有格式上实现指标一致，能让创作者更清楚地了解自己的整体曝光情况，也更容易自信地向品牌合作伙伴和赞助商展示自己的真实规模和价值。

Their quote is, we hope that having metric parity across all formats gives creators a clearer picture of their overall exposure and makes it easier to confidently express their true scale and value to brand partners and sponsors.

有道理。

That's fair.

说到你刚才提的营销观点，比如如果我把Colin和Samir看作一个广告牌，我想知道有多少人只是看到了我们，或者和我们互动了。

To bring up your marketing point, like if we are if I look at Colin and Samir as a billboard, and I want to know how many people just saw us engage with us.

对。

Yeah.

这个指标更接近那个，而且至少在我们所有的格式中都是一样的。

This metric is closer to that, and at least it is the same across all of our formats.

请讲，Sid。

Go ahead, Sid.

你有话要说。

You got something.

我觉得现在每个观看量在短视频、长视频、所有地方都是一样的，这可能是这次更新最好的部分。

I think the fact that every view is now the same across shorts, long form, everywhere, that is probably the best part of this update.

至于其他的，我的看法是，我不确定六个月后当大家都明白过来时，这真的会有多大影响。

The rest, my hot take is that I don't know how much it really is going to matter in even like six months from now when everyone catches on.

因为现在你说的是它给创作者提供了赚更多钱的机会。

Because right now, you're saying like it gives creators the opportunity to get paid more.

当广告商发现视频新的相对价值是什么时，这就不再重要了。

When advertisers find out that it, like what the new relative good is for a video, it's not going to matter anymore.

我觉得这次更新挺中性的

I think this was a pretty neutral

变动。

move.

而且广告商也会有一个感觉，可能还会有更好的感觉。

And also advertisers will have a sense and probably have a better sense.

最老练的那些在这个行业已经很久了。

The most sophisticated ones have been in this industry for a long time.

他们知道什么时候有效，什么时候无效。

They know when something is working or not working.

但是，如果他们花钱，就像我……

But yeah, if they're spending Like I

我觉得这无所谓。

I don't think it matters.

对。

Yeah.

我不觉得这……

I don't think this

对，你说得对。

yeah, You're right.

不知道。

Don't know.

其实，让我拿出一篇论文。

Actually, let me bring up a paper

不过谁真的对这个不满意呢。

though who's actually really unhappy with this.

好的。

Okay.

好的。

Okay.

对。

Yeah.

所以这是Nasir Nas Daily，我们认识他，他上过我们的节目。

So this is Nasir Nas Daily, who we know we've had on the show.

他在X上发了这个。

He sent this out on X.

社交媒体正处于危机状态。

Social media is in crisis mode.

粉丝，一个过时的词。

Followers, an outdated term.

不能保证你还能看到你的内容。

No guarantee of seeing your content again.

所以不是粉丝。

So it's not followers.

只是一次性的积极互动。

It's just one time positive interactions.

浏览量。

Views.

YouTube是最后一个坚持的，现在他们也妥协了。

YouTube was the last holdout, and now they folded.

所有的播放量都是假的。

All view counts are fake.

大多数视频的完播率只有5%甚至更低，所以100万次播放实际上只有5万个真人看过。

Most videos have a completion rate of 5% or less, so 1,000,000 views is effectively 50,000 real humans watching.

除了YouTube长视频，其他平台几乎都没有收入，而且连这个可能很快也会变。

Revenue nonexistent on any plat platform except for YouTube Longs, and even that will probably change soon.

这就把我们带到了今天，成千上万身无分文的创作者争抢着在Reels里露个脸，被极度无聊的用户看一次，然后永远被遗忘。

This brings us to today, millions of broke creators competing for a chance to pop up in Reels to be viewed once by extremely bored users and forgotten forever.

平台赢了。

The platforms win.

用户和创作者输了。

Users and creators lose.

这是社交媒体最糟糕的时期。

This is the worst period for social media.

创作者经济并没有惠及大众。

The creator economy did not deliver for the masses.

它只让顶尖1%的创作者和四个平台受益了。

It delivered for the top 1% of creators and four platforms.

就这样。

That's it.

可悲的是，我甚至不知道从哪儿开始解决这个问题。

And the sad thing is I don't even know where to start to fix it.

最让我在意的一点是，创作者经济并没有惠及大众。

The one thing that sticks out to me there is that the creator economy didn't deliver for the masses.

我觉得社交媒体和创作者经济之间有很大区别，而且那篇文章开头就说社交媒体正处于危机之中。

I think there's a big difference between social media and the creator economy, and the Post begins by saying that social media is in crisis.

我认为社交媒体现在是一个正在为大众服务的产品。

I think social media is currently a product that is delivering for the masses.

它已经不再具有社交性了。

It is no longer social.

对。

Right.

但它是一种面向大众、为大众服务的媒体形式。

But it is a form of media that is delivering and made for the masses.

创作者经济和其他经济一样，它的构建方式并不是为了尽可能多地惠及大众。

The creator economy is an economy like any other that is not built in a way that it is for as many people as possible, for the masses.

对。

Yeah.

它是不是最大的经济体之一？

Is it one of the biggest economies?

意思是，比如每个用Instagram的人都有可能尝试成为创作者，也就是说，成为一个独立的媒体平台，靠广告赚钱，就像互联网上的每个人一样。

Meaning like everyone who's on Instagram could potentially make a run at being like a creator, meaning like an independent media platform that is generating ad revenue, like everyone on the internet.

其实没什么门槛。

There's not really a barrier.

比如，有个朋友的朋友，我通过别人联系上他，因为有人说，有个朋友不知道该怎么办。

Like there was a friend of a friend who I got connected with because they were like, A friend doesn't know what to do.

他开始在Instagram上做育儿建议。

He started doing parenting advice on Instagram.

现在他有五十万粉丝了。

Now he has half a million followers.

你觉得他应该怎么做？

What do you think he should do?

我当时就想，这多有意思啊，现在世界上任何人，只要有手机和网络，就能参与这个经济。

And I was like, How fascinating that you can, right now, just anybody in the world with a phone and Internet connection could participate in this economy.

对。

Mhmm.

我觉得创作者经济跟其他行业一样，对顶端的人最有利。

I think it works the bet The creator economy works the best for those at the top, like any industry does.

是的。

Yeah.

但我认为这是少数还存在的精英制度之一，明天可能就是你。

But I think it is one of the last meritocracies standing where it could be you tomorrow.

你也能做到。

You could be there.

而且这跟认识谁没关系。

And it's not who you know.

但有时候又确实有关系。

And sometimes it is.

但我认为，任何有手机和有想法的人，都有机会成为顶尖中的顶尖。

But I think anyone out there with a phone and an idea has the opportunity to become the top of the top.

这正是它吸引人的地方，也是它仍然有效的原因。

And that is what is so enticing about it and what still works about it.

我觉得现在有两件事在同时发生。

I think there's like two things happening.

一个是创作者经济，另一个是娱乐产业。

There's the creator economy and then there's the entertainment business.

对。

Yeah.

而实际情况是，那顶尖的1%的人其实是在做娱乐产业，对吧？

And what happens is the top 1% are engaging in the entertainment business, right?

也就是说，这很大程度上靠关系。

Meaning that is heavily relationship based.

你得在娱乐圈里摸爬滚打，才能把他们捧起来。

It's heavily like you have to navigate the entertainment business to elevate them.

而且情绪化很严重。

And heavily temperamental.

就像你可能今天还在圈里，明天就出局了。

Like you could be in it and then out of it.

但就跟娱乐圈一样。

But just like the entertainment business.

没错。

Exactly.

就像演员或音乐人，你可能突然火了，然后又过气了。

Like an actor or a musician, you can get hot and lose it.

那顶尖的1%也是来来去去，不断更替。

The top 1% cycles in, cycles out.

对。

Yeah.

但说到创作者经济，我想到的更多是，有多少人能通过制作独立媒体来赚钱。

But the creator economy is more, when I think about that term, it's more about like the amount of people who can make money by producing independent media.

不是说赚几百万几千万那种。

Not like make millions and millions of dollars.

就是如果你内容做得好，你就能有收入。

It's just like you can generate if you're making good content.

我们认识很多人，他们靠这个过得挺不错的。

We know a lot of people that sustain a good living.

你可以靠这个维持生计。

You can make a living wage.

你也可以靠这个额外赚一份收入。

You can make an additional wage doing it.

而且就算你不是创作者，你也能靠这个维持生计，只要你是跟创作者合作，或者为他们工作。

You can also make a living wage if you're not the creator, if you're working with and for the

创作者。

creator.

对。

Right.

嗨，Sid。

Hey there, Sid.

是的。

Yeah.

是的。

Yeah.

我不太认同这个说法，说它没有给大众带来好处。

I don't know about this premise of like it didn't deliver for the masses.

对。

Yeah.

这听起来有点太悲观了。我觉得这两件事可以同时成立：确实存在一些问题，比如我们最终会走向一个更大的两极分化，大部分钱都流向了顶端，而这些钱来自原本属于中间和底层的部分。

It seems a little too doomer pilled where I I think, like, the the two things can be true where it's like, there are issues in terms of, like, I think we are ending up in a bigger barbell distribution where most money is going to the top and it's, like, coming from things that were middle and the bottom.

但与此同时，这么说可能有点老套，但确实从来没有比现在更好的时机去获得曝光并取得成功。

But at the same time, it's like it feels hacky to say, but it's like there's never been a better time to, like, have the exposure and be able to make it.

所有这些机会都还在。

Like, all of that opportunity is still there.

而且，要跻身创作者前1%的行列，竞争也从未如此激烈。

And there's never been a more competitive time to join the top 1% of creators.

对吧？

Right?

这也是事实，因为现在的创作者比以往任何时候都多。

That is also true because there's more creators than ever.

顶层的竞争异常激烈。

It's extraordinarily competitive at the top.

我们来聊聊YouTube的下一个更新吧，因为那个更新是关于变现的，而且看起来确实会让竞争更加激烈。

Let's talk about the next update from YouTube because that one is about monetization, and it does seem to make it more competitive.

对。

Yeah.

所以下一个更新从2027年2月开始，新频道需要两倍的长视频观看时长和两倍的短视频观看次数才能达到合作伙伴标准。

So the next update starting in February 2027, new channels will need double the long form watch hours and double the shorts views to hit partner.

也就是说，从4000观看小时提高到8000观看小时，从1000万短视频观看次数提高到2000万短视频观看次数。

So that would be going up from 4,000 watch hours to 8,000 watch hours and from 10,000,000 Shorts views to 20,000,000 Shorts views.

而且，对于短视频的变现，要求在过去九十天内滚动达到至少1000万次观看才能获得收入。

And on top of that, for monetization on Shorts, it requires a rolling minimum of 10,000,000 views in a ninety day period to get paid.

所以如果你在九十天内只有900万次观看，你就拿不到短视频的那部分钱。

So you if you have 9,000,000 views over ninety days, you will not get that money from Shorts.

网上很多人说，这个新政策是YouTube为了应对平台上大量涌入的AI内容而制定的，我觉得这个观点挺有意思的。

A lot of people online have been saying that these this new policy was put in place by YouTube in order to combat the influx of AI content that has entered the platform, which I think is an interesting take.

但另一方面，很多创作者和网友也说，这只会鼓励更多人使用AI，更多外包给程序，因为现在短视频创作者特别需要每九十天保持1000万次观看，这真的很难做到。

However, the flip side of that is a lot of creators and people online have also been saying that this will only encourage more AI use, more outsourcing to programs because now Shorts creators specifically have to keep up with 10,000,000 views every ninety days, which is a really hard feat to get.

如果你还没加入这个计划，或者已经加入了，你都得每九十天保持这个频率。

If you are not already in the program or if you are in the program, you have to keep that cadence every ninety days.

这就更像是一场游戏了。

It makes it way more of a game.

所以现在你可能得走些捷径，或者发布更多内容，这样才能帮你达到要求。

And so now you probably will have to cut some corners or put out way more content and what's going help you do that.

或者就是做更高观看量的内容。

Or just higher viewership content.

对。

Yeah.

显然。

Obviously

没错。

that's Right.

但这其实靠运气。

A And really that's luck though.

为了保持这个节奏，你大概得发更多内容。

That's In order to like to do your part to keep up the cadence, you're probably going to post more.

对。

Yeah.

那你们觉得YouTube为什么要做这个改变，让事情变得更难呢？

So why do you guys think that YouTube made this change to to making it harder?

我觉得这就像其他情况一样，比如NBA，对吧？

I think it's like any other situation like the NBA, right?

就像名额有限，对吧？

It's like there's limited spots, right?

你不觉得吗？

Don't you think?

而且现在更难成功了。

And it's harder to make it.

这样说是不是太简单了？

Is that too simple to say?

我觉得这肯定是一个因素。

I think it definitely plays into it.

对吧？

Right?

就是竞争更激烈了。

Like it's more competitive.

而且，我觉得，首先第一点。

And also, I think, okay, here's the first thing.

我觉得Shorts的变现一直是YouTube想解决的问题。

I think Shorts monetization has always been something that YouTube has tried to solve.

他们试过很多次，怎么让Shorts创作者赚到钱。

They've tried it multiple times over of like, how do we get Shorts creators paid?

那现在，如果没达到门槛的人拿不到钱，这笔钱是不是就进了那个池子，然后分给更少的创作者，他们拿到的钱就更多了？

Now the money that doesn't get paid to someone who doesn't meet this threshold, does that not go to the pool that is now basically a smaller group of creators who get paid more?

对。

Yeah.

对吧？

Right?

所以现在，那些真正在短视频上努力的人，其实很多，他们赚得更多了。

So then now, like, the ones who are really going after it on short form, which is a lot of people, get paid more.

对。

Yeah.

对。

Yeah.

所以，就像之前说的，如果顶尖创作者人数更少，他们得到的回报就更多。

So so then, again, like the same way that, like, if there's a smaller group of top performers, they get rewarded It's

这对中大型创作者来说很棒。

great for mid to large creators.

但对那些想努力进入这个领域、投入时间和精力并希望得到回报的小创作者来说，真的很打击人。

It's really discouraging for the smaller creators that are trying to break into it and want to put in time and effort and be rewarded for that time and effort.

不过我觉得，作为YouTube创作者，加入合作伙伴计划其实是一种商业关系。

I look at it though as a it's a you know, to be a creator with YouTube, to be in the partner program is a business relationship.

而且很明显，是他们来定义这种商业关系的规则。

And they are the ones, obviously, clearly, who tell you what it means to be in a business relationship with them.

对。

Yeah.

对吧？

Right?

所以，就像萨米尔提到的NBA，你得达到一定的水平，展现出一定的实力和表现，才能有机会为NBA球队打球、赚钱，而且这个门槛可能会随着时间提高。

So to Samir's point of the NBA, like you have to be a certain level of caliber and player and show a level of performance and an opportunity to make money for the NBA, to play for an NBA team, and that bar may raise over time.

所以确实有这方面的因素。

And so there is an element of that.

好的。

Okay.

那我也来描绘一下情况，因为我们不算Shorts创作者。

So let me just also paint a picture, because we are not I would not classify us as Shorts creators.

我们会发Shorts，但我们不是Shorts创作者。

We post Shorts, but we're not Shorts creators.

过去28天，我们在Shorts上获得了大约一百万次有效观看，但只赚了189美元。所以如果按这个速度看三个月，我们根本达不到目标。

Done about a million engaged views in the past twenty eight days on Shorts, and we've generated $189 So if we look at three months going at this rate, we're not gonna hit it.

三个月下来也就400美元。

It's also going to be $400 in three months.

也就是说

Which is

对不是你的那些人来说，这已经很多了。

a lot for someone who's not you.

当然。

Sure.

对。

Yeah.

确实可能很多。

It can be a lot for sure.

但我觉得YouTube的建议是，那些收入达到一千万美元以上、三个月内能赚到几千美元的人，应该得到更多奖励。

But the suggestion of YouTube, I think, of what's happening is like the person who's $10,000,000 and up, who's in the thousands of dollars of revenue in three months, we should reward them more.

只是感觉不太像，我想对

It just doesn't feel like it's I guess for

我同意你的观点，虽然我规模小一些。

the I smaller agree with you.

比如给一个刚起步的创作者400美元，那不算什么，真的不算什么。

Like, $400 to a creator who's just starting out, like, that's not like that's not

没什么，那太让人兴奋了。

nothing That's so exciting.

对，那真的很让人兴奋，也很鼓舞人心。

Yeah, that's really exciting, and it is encouraging.

我们最初收到的几笔AdSense付款就特别鼓舞人心。确实。

Like the first few AdSense checks we got were really encouraging Totally.

继续坚持下去。

To keep

而且我觉得，虽然不确定是不是这样，但如果YouTube显示你确实从平台赚到了这笔钱，我觉得不应该再收回去。

And I think, I don't know if it's the case, but I think if YouTube shows you like that you have technically earned this money from the platform, I don't think it should be taken back.

我觉得应该把这笔钱存在一个账户里，等到金额足够大，再给YouTube开那张支票。

I think it should be held in an account until it is at a sizable amount that makes sense to sort of cut that check for YouTube.

对。

Yeah.

我觉得，我不会建议去展示人们赚了多少钱，但实际上他们又拿不到这笔钱。

I think it's a I would not recommend showcasing that people have earned a level of money that they're not going to get paid.

对。

Yeah.

如果是这样的话。

If that's the case.

我觉得确实是这样，对吧？

I think it is, right?

因为再说一次，这些钱，如果我们接下来的三个月里达不到一千万，我们就不会——

Because again, these dollars, if we don't get to 10,000,000 in the next three months, we're not-

这确实能激励你去达到所需的观看量和门槛，但这也开创了一个不好的先例，就是拿不到钱。

It definitely provides incentive to reach the viewership you need and the thresholds, but it sets an interesting precedent to not get paid.

对，我觉得这变得很有意思，因为我们认识很多创作者，对吧？

Yeah, I think it's getting really interesting because like we have some, we know a lot of creators, right?

我们通过创作者支持跟很多创作者交流。

We talk to a lot of creators through creator support.

我们和很多创作者都有接触，他们处在创作旅程的不同阶段。

We engage with a lot of creators at many different levels of where they are in their creator journey.

而且我觉得，现在短视频创作者在Instagram上比在YouTube上更容易成功，除非他们的内容特别适合YouTube。

And I think the short form creator right now is finding more success on Instagram than they are on YouTube unless their content is like incredibly native to YouTube.

是在观看量和互动方面，还是在品牌合作方面？

Finding success in a views and engagement way and in a brand partnerships way?

两方面都有。

Both.

对。

Yeah.

所有方面。

All the above.

而且我们认识一个具体的创作者，因为这次变动，刚刚被踢出了YouTube合作伙伴计划。

And like we know one creator specifically who, based on this change, just got knocked off the YouTube Partner Program.

我也认识一个人，也是这种情况。

I know someone else who also.

对。

Yeah.

我相信我们都认识不少已经不在合作伙伴计划里的人，他们得想办法重新回去。

I'm sure we all know, like, a decent amount of people who are no longer in the Partner Program and will have to work their way to get back there.

我觉得挑战在于，继续在Instagram上发内容、在那里发展业务会变得更有吸引力。

I think the challenge is it's going to be much more attractive, like, to keep posting on Instagram and build your business there.

嗯。

Mhmm.

就像我们在新一季的创作者支持节目里聊到的，我们接触的很多短视频创作者甚至都不把短视频发到YouTube上，因为他们觉得发了也没什么用。

The same way when we were sitting in our new season of creator support, there's lot of short form creators that we talked to that didn't even post their short form to YouTube because they were like, it just like doesn't go anywhere.

对。

Yeah.

而且不是只有那些赚400美元的创作者才会错过这个机会。

And it's not always going to be the creators that are at $400 that are missing out on this.

现在有些创作者每隔几个月就会损失几千美元。

There are going to be creators who are losing a few thousand dollars every few months by now.