YouTube is dropping the number of required subscribers for access to Channel Memberships to 50,000, a reversal from the 100,000 threshold it set in June.
Why the change? Previously called Sponsorships, YouTube’s Channel Membership program allows creators to offer $4.99-per-month subscriptions to their channels, giving paid subscribers access to account badges, emojis, members-only posts in the Community tab and exclusive content from creators. The update gives more creators who are trying to grow a loyal fan base on YouTube the opportunity to monetize their channel beyond ads.
Why you should care. The Channel Memberships offer creators a way to monetize their content beyond YouTube ads. One success story, According to YouTube, is Wintergatan, a Swedish instrumental band and designers of the Marble Machine musical instrument. The band reportedly increased revenue more than 50 percent using Channel Memberships. The creators behind the channel, which currently has more than 1 million subscribers, are also using Channel Memberships to provide perks like early access to tickets for concert tours or free tickets to long-term members.
PR Play, a channel with nearly 150,000 subscribers, is using Channel Memberships to offer premium content like driving lessons, and Tristar Gym is offering exclusive Brazilian jiu-jitsu instruction videos.
About The Author
Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.