This is YouTube’s response to its lowered returns due to the COVID-19 pandemic’s impacts on the platform and across the globe. Advertising on YouTube has plummeted despite increased viewership in light of lockdowns being implemented around the world.
YouTube aims to make its platform easier for content creators to navigate and maximize their revenues, which is what the new metric intends to measure. The RPM, or “Revenue Per Mille” metric, will show creators how much they earn for every 1,000 views on their videos. This will work hand in hand with the existing CPM, or “Cost Per Mille,” which shows how much advertisers spend for their ads to be shown on YouTube. This new addition, along with a few others that YouTube had announced over the past few weeks, aims to give content creators deeper insight into their channels’ performances and find which metrics they can improve on.
The new RPM metric would give content creators accurate information about the revenue they stand to receive as opposed to just getting estimates. This also addresses the transparency issues some content creators might have about YouTube’s monetization policy.
Implications for Marketers:
As an effective outreach platform, YouTube’s refinement of its data presentation to its content creators helps creators better assess and analyze their performance. Apart from putting advertisements before actual videos or mid-video, content creators are also incredibly effective at marketing brands. These new additions would broaden their understanding of how YouTube works, which marketers can also use to their advantage.