YouTube doubles monetization threshold: what changes for creators

What has changed in the YouTube Partner Program

On August 10, 2026, YouTube made official a substantial revision of the access criteria to the YouTube Partner Program (YPP). According to reports by TechCrunch, the minimum threshold of qualified watch hours changes from 4,000 to 8,000 hours over the past 12 months. Alternatively, for creators focused on short-form content, the requirement is to 20 million valid Shorts views in the last 90 days.

Furthermore, the minimum number of subscribers remains unchanged at 1,000. However, the doubling of watch time hours represents the most significant change. As a result, many creators who were in the 4,000-7,999 hour range find themselves excluded from direct monetization, at least temporarily.

In particular, the platform has not officially communicated detailed reasons. However, industry analysts interpret this move as an attempt to raise the average quality of monetized content and reduce the volume of low-engagement accounts accessing the program.

The signal behind the numbers: quality versus quantity

YouTube now handles over 500 hours of video uploaded per minute. The platform has a direct interest in concentrating advertising revenue on creators capable of generating loyal audiences and prolonged viewing sessions. Therefore, raising the watch time threshold is consistent with this logic.

According to data Gartner When it comes to content marketing, platforms tend to prioritize retention over pure reach. Therefore, the new requirement isn’t just a barrier to entry—it’s an indirect indicator of narrative quality and the ability to build loyalty.

Similarly, the alternative threshold for Shorts—20 million views in 90 days—seems very high for niche creators. Therefore, the short-form format is not a viable shortcut for most small creators.

Impact on the Italian creator economy

The Italian creator ecosystem is largely made up of vertical and niche profiles. Many operate in sectors such as food, craftsmanship, local tourism, professional training, and B2B. Therefore, the new threshold disproportionately affects this very group.

In addition, many Italian creators use YouTube as a secondary channel compared to Instagram or TikTok. As a result, their watch time on YouTube rarely exceeded the old threshold of 4,000 hours. Now, reaching 8,000 hours requires more consistent content production and a more structured editorial strategy.

Despite this, those who manage to adapt could benefit from a less crowded environment. In fact, the reduction in the number of monetizable creators concentrates advertising spend on a smaller pool. This, in theory, increases the average CPM for creators who exceed the threshold.

What it means for SMEs investing in content marketing on YouTube

For marketing decision-makers at SMEs and mid-market companies, the change has direct implications on at least three levels.

• Niche influencer marketing: Many micro-creators that companies collaborate with could lose access to direct monetization. However, this does not affect their ability to produce sponsored content. In fact, in some cases, creators not monetized through the YPP are more available for commercial partnerships.
• Corporate YouTube Channels: Companies that manage their own YouTube channel are not subject to YPP requirements for organic distribution. Therefore, the change does not block content publishing. However, it affects the ability to directly monetize the channel, an option that some SMEs had begun to explore.
• Advertising Strategies: The reduction in the number of monetizable creators could reduce the inventory available for certain types of ad placements. Consequently, the costs for some YouTube Ads campaigns could experience variations in the medium term.

We of SHM Studio We constantly monitor these changes to guide our decisions regarding digital marketing of our customers in a timely and data-driven manner.

Strategic reading: YouTube positions itself as premium media

Raising the monetization threshold is consistent with a broader strategy. YouTube is seeking to position itself as a premium platform that can compete with connected TV (CTV). According to research by Harvard Business Review, the creator economy is going through a consolidation phase. Platforms tend to favor professional creators over amateurs.

Therefore, YouTube’s move is not an isolated one. Similarly, Meta and TikTok have introduced stricter requirements for access to their monetization programs in recent years. This is, therefore, a structural trend that is reshaping the entire digital content economy.

In particular, for companies that invest in content marketing structured, this scenario suggests prioritizing collaborations with already established creators, capable of overcoming the new thresholds. Likewise, it is advisable to invest in the growth of one's own corporate channel with a medium-to-long-term editorial logic.

What to do now: operational guidelines for marketing teams

In light of this update, marketing managers can take some concrete steps right away.

• Map the creator partners: Check which collaborating creators still qualify for the YPP following the new threshold. This allows for evaluating potential partnership renegotiations.
• Review the organic YouTube strategy: if the company manages its own channel, it is time to structure an editorial plan oriented towards watch time. Longer content, thematic series, and tutorial formats tend to generate longer viewing sessions.
• Integrating YouTube with other channels: a multichannel strategy that combines Google Ads campaigns with organic content on YouTube, it allows you to maintain visibility even during phases of transition in the creator ecosystem.
• Evaluate the role of Shorts: Despite the high threshold for monetization, Shorts remain an effective tool for organic discovery. Therefore, they should not be abandoned, but rather integrated into a comprehensive strategy.
• Monitor CPM trends: in the coming quarters, the consolidation of the pool of monetizable creators could impact the costs of YouTube campaign. It is advisable to keep these variations under observation.

Perspectives: toward a more selective ecosystem

In the medium term, the direction seems clear. YouTube intends to reduce the number of monetizable creators, concentrating revenues on a more professional base. Therefore, those operating in content marketing must update their creator selection and evaluation models.

Furthermore, companies that have invested in SEO and in an organic presence structured across multiple channels they will be less exposed to the fluctuations of individual platforms. Finally, diversification remains the most solid response to an ever-evolving digital ecosystem.

To learn more about how to structure a strategy of digital marketing resilient and results-oriented, it is possible Contact the SHM Studio team. We offer a personalized analysis of the opportunities and risks related to changes in major digital platforms. Additional resources and insights are available on our blog.