April 7, 2021
YouTube creator burnout

YouTube Product Manager Says the Company is Looking into Creator Burnout Solutions

YouTube creator burnout is a real phenomenon and it’s due to a number of circumstances, and the video hosting company is looking for answers…

It’s no secret YouTube is widely popular. The Google video hosting portal puts up huge numbers. In fact, 1.9 billion people log-in once a month. Every day, people watch 1 billion hours of video.

The site is available in 80 languages with 91 localized versions. It’s also the second-largest search engine on the web, and reaches more 18 to 34 year-old viewers in America than any television network.

YouTube Creator Burnout Solutions Sought

Creators can make a lot of money on the platform. But, its strict monetization guidelines and sheer amount of competition can cause creators to quit or burnout. (For instance, channels require 4,000 hours of annual viewing time and over 1,000 subscribers to reach eligibility.)

Another pressure comes from the algorithm, which favors videos under 10 minutes in length and rewards upload frequency. The system additionally benefits creators who upload more content through recommendations.

But, there’s also the audience component, which heavily factors into the equation. Audiences expect their favorite personalities to consistently upload new content. After all, there are plenty of other choices with just a click of a mouse or a tap of a finger.

YouTube insiders say they’re working hard to better understand creator burnout and to offer real solutions.

Ryan Wyatt, the head of YouTube Gaming, told Polygon last year, “I think we owe it to our creators. This is something my team particularly talks about often because we manage the top creators as a business. We spend a lot of time having these conversations, and we take it very, very seriously.”

Ashley Lipman

Ashley Lipman is a super-connector with Outreachmama who helps businesses find their audience online through outreach, partnerships, and networking.

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