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 for the YouTube Partner Program (YPP) . According to reports from TechCrunch , the minimum threshold of qualified watch hours increases from 4,000 to 8,000 hours over the last 12 months . Alternatively, for creators focused on short-form formats, the requirement is 20 million qualified Shorts views in the last 90 days .

Furthermore, the minimum subscriber count remains unchanged at 1,000. However, the doubling of watch time hours represents the most significant change. Consequently, many creators who were in the 4,000-7,999 hours 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 over quantity

YouTube now manages 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 extended viewing sessions. Therefore, raising the watch time threshold is consistent with this logic.

The new requirement isn't just a barrier to entry: it's an indirect indicator of storytelling quality and audience retention ability.

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

Impact on the Italian creator economy

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

Furthermore, several 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 continuous 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 spending on a smaller pool. This, in theory, increases the average CPM for creators who exceed the threshold.

What this means for SMEs investing in YouTube content marketing

For marketing managers of 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 might 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 YPP are more open to commercial partnerships.
• Company 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 possibility of directly monetizing the channel, an option that some SMEs had started to explore.
• Advertising strategies: cutting the number of monetizable creators could reduce the inventory available for certain types of ad placements. As a result, costs for some YouTube Ads campaigns might fluctuate in the medium term.

We at SHM Studio we constantly monitor these changes to guide our clients' choices Digital marketing in a timely and data-driven manner.

Strategic reading: YouTube positions itself as a premium media

Raising the monetization threshold aligns with a broader strategy. YouTube is aiming to position itself as a premium platform, competing with connected TV (CTV). The creator economy is undergoing a consolidation phase, and platforms tend to favor professional creators over amateurs.

Therefore, YouTube's move is not isolated. Similarly, Meta and TikTok have introduced stricter requirements for accessing their monetization programs in recent years. Thus, this is a structural trend that is reshaping the entire digital content economy.

In particular, for companies investing in content marketing structured, this scenario suggests prioritizing collaborations with established creators who can overcome the new thresholds. Likewise, it is advisable to invest in the growth of your own company channel with a medium-to-long-term editorial strategy.

What to do now: operational guidance for marketing teams

Faced with this update, marketing managers can take some concrete steps immediately.

• Map out partner creators: verify which creators you collaborate with still fall within the YPP after the new threshold. This allows for the evaluation of potential partnership renegotiations.
• Review the organic YouTube strategy: if the company manages its own channel, it's time to structure an editorial plan focused on watch time. Longer content, thematic series, and tutorial formats tend to generate longer viewing sessions.
• Integrate YouTube with other channels: a multichannel strategy that combines google ads campaigns with organic content on YouTube allows you to maintain visibility even during transition phases of 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 included in an integrated strategy.
• Monitor CPM evolution: in the coming quarters, the consolidation of the pool of monetizable creators could impact the costs of YouTube campaigns . It is advisable to keep an eye on these variations.

Outlook: towards a more selective ecosystem

In the medium term, the direction seems clear. YouTube intends to reduce the number of monetizable creators, focusing revenue 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 having a solid organic presence across multiple channels will be less vulnerable to individual platform shifts. Ultimately, diversification remains the best defense in a constantly changing digital ecosystem.

To learn more about how to structure a strategy for 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. Further resources and insights are available on our Blog .