YouTube began to implement its compliance approach in November 2019, in line with its settlement with the FTC. All channels must declare if their content is "made for kids", either as a blanket claim for their entire channel, or on a per-video basis. The company states that a video is considered "made for kids" if its primary audience is children, or is "directed" to children based on various factors as guidelines (even if they are not the primary audience), including use of child actors, "characters, celebrities, or toys that appeal to children", depictions of "activities that appeal to children, such as play-acting, simple songs or games, or early education", and poems, songs, and stories intended for children, among others. YouTube will employ machine learning to find videos that they believe are clearly "made for kids" and automatically mark them as such, but will not help or advise content creators for videos that fall into unclear categories, as this constitutes legal advice. In order to prevent data to be collected from minors without consent, videos marked as being "made for kids" were automatically reduced in functionality beginning on January 6, 2020. As a result, social and community features such as end screens and other widgets, notification functions, and comments are disabled, and videos can only be monetized with contextual advertising based on the video's metadata. Further, liability for failing proper marking channels or videos as "made for kids" would fall onto the channel owners, with the FTC able to issue up to $42,000 fines per infringing video, though the FTC clarified that the amount would be based on "a company’s financial condition and the impact a penalty could have on its ability to stay in business".
In June 2019, The New York Times cited researchers who found that users who watched erotic videos could be recommended seemingly innocuous videos of children. As a result, Senator Josh Hawley stated plans to introduce federal legislation that would ban YouTube and other video sharing sites from including videos that predominantly feature minors as "recommended" videos, excluding those that were "professionally produced", such as videos of televised talent shows. YouTube has suggested potential plans to remove all videos featuring children from the main YouTube site and transferring them to the YouTube Kids site where they would have stronger controls over the recommendation system, as well as other major changes on the main YouTube site to the recommended feature and autoplay system.
More InfoSome YouTube videos have themselves had a direct effect on world events, such as Innocence of Muslims (2012) which spurred protests and related anti-American violence internationally. TED curator Chris Anderson described a phenomenon by which geographically distributed individuals in a certain field share their independently developed skills in YouTube videos, thus challenging others to improve their own skills, and spurring invention and evolution in that field. Journalist Virginia Heffernan stated in The New York Times that such videos have "surprising implications" for the dissemination of culture and even the future of classical music.
More InfoBoth private individuals and large production companies have used YouTube to grow audiences. Independent content creators have built grassroots followings numbering in the thousands at very little cost or effort, while mass retail and radio promotion proved problematic. Concurrently, old media celebrities moved into the website at the invitation of a YouTube management that witnessed early content creators accruing substantial followings, and perceived audience sizes potentially larger than that attainable by television. While YouTube's revenue-sharing "Partner Program" made it possible to earn a substantial living as a video producer—its top five hundred partners each earning more than $100,000 annually and its ten highest-earning channels grossing from $2.5 million to $12 million—in 2012 CMU business editor characterized YouTube as "a free-to-use ... promotional platform for the music labels." In 2013 Forbes' Katheryn Thayer asserted that digital-era artists' work must not only be of high quality, but must elicit reactions on the YouTube platform and social media. Videos of the 2.5% of artists categorized as "mega", "mainstream" and "mid-sized" received 90.3% of the relevant views on YouTube and Vevo in that year. By early 2013 Billboard had announced that it was factoring YouTube streaming data into calculation of the Billboard Hot 100 and related genre charts.
More InfoPrior to 2020, Google did not provide detailed figures for YouTube's running costs, and YouTube's revenues in 2007 were noted as "not material" in a regulatory filing. In June 2008, a Forbes magazine article projected the 2008 revenue at $200 million, noting progress in advertising sales. In 2012, YouTube's revenue from its ads program was estimated at $3.7 billion. In 2013 it nearly doubled and estimated to hit $5.6 billion according to eMarketer, while others estimated $4.7 billion. The vast majority of videos on YouTube are free to view and supported by advertising. In May 2013, YouTube introduced a trial scheme of 53 subscription channels with prices ranging from $0.99 to $6.99 a month. The move was seen as an attempt to compete with other providers of online subscription services such as Netflix and Hulu.
More InfoYouTube joined an initiative led by France and New Zealand with other countries and tech companies in May 2019 to develop tools to be used to block online hate speech and to develop regulations, to be implemented at the national level, to be levied against technology firms that failed to take steps to remove such speech, though the United States declined to participate. Subsequently, on June 5, 2019, YouTube announced a major change to its terms of service, "specifically prohibiting videos alleging that a group is superior in order to justify discrimination, segregation or exclusion based on qualities like age, gender, race, caste, religion, sexual orientation or veteran status." YouTube identified specific examples of such videos as those that "promote or glorify Nazi ideology, which is inherently discriminatory". YouTube further stated it would "remove content denying that well-documented violent events, like the Holocaust or the shooting at Sandy Hook Elementary, took place."
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