Adpocalypse Now: what is the “ad apocalypse” happening on YouTube and what are the options now
For some months now on YouTube there has been an “Adpocalypse”, a term coined by some journalists and news sites referencing the issues YouTube has been having with advertisements appearing on inappropriate videos. From Forbes to Bloomberg, the highly publicized inattention of YouTube’s ad distribution on inappropriate videos has gotten international coverage. Forbes recently published an article where they interviewed popular YouTuber John “Totalbiscuit” Bain, who’s channel boasts over 2 million subscribers, about how content creators view the issue.
What is the “Adpocalypse”?
What is the significance of this term exactly? A few months ago, the most famous video sharing platform in the world introduced a new algorithm that, by identifying words, sounds, images and themes within videos, automatically grouped them as “good” or “bad”. “Bad” videos, which aren’t suitable for everyone, are flagged and restricted from having advertisements shown on them. These videos receive less visibility than “good” videos and are unable to be monetized. With the high number of videos uploaded on the platform each year, over 2 billion, having humans control content is essentially impossible and instead, must be completed by YouTube’s algorithm. Since the algorithm makes the decision of which content is “good” or “bad”, the rules for generating revenue have been redefined and has many calling this period “The Era of Great Restriction”.
Content creators and the era of great restriction
In the last few months, numerous content creators have reported significant drops in their earnings and a heightened limitation to the creativity and variety of topics allowed. On the other hand, to keep advertisers from leaving, YouTube gave more control to companies so they could earn back their trust and avoid the risk of seeing their brands associated with inappropriate videos. Even if the improved algorithm can calm advertisers fears, it has severely limited content creators. No one has been left unscathed by “Adpocalypse”, from small YouTube channels with a few thousand views and subscribers to channels with millions of subscribers and views, everyone has noticed either a small or significant drop in views and earnings. Many of the most famous international YouTubers have seen a good portion of their content impacted. One such YouTuber is Felix “PewDiePie” Kjellberg (57 million subscribers) who has now chosen Twitch, another online video platform, over YouTube to air his new show according to the Forbes article written by Erik Kain.
The shift to other platforms
This immense algorithm restriction update has created a mass exodus of content creators and will continue to push many to reinvent themselves elsewhere, on different video platforms, to retrieve revenue from their content. The alternatives to YouTube range from crowdfunding platforms such as Patreon, a site based on subscribers donating to their favorite content creators, to professional video hosting and streaming platforms. In addition to the demonetization of content with the arrival of “Adpocalypse”, the risks of using YouTube for video publishing also lay in its content security and online reputation which can compromise video producers. With video being the most popular content on the web, publishers and broadcasters know that the objective is just to be able to monetize 100% of their content.
The Aftermath
The Platforms that content creators have access to post-YouTube’s crackdown, are numerous and range from video sharing solutions to hosting and professional streaming services. A couple of the most popular are Twitch (Amazon-owned) and Patreon, where content producers can publish their productions online without worry of restriction. Twitch and Patreon offer YouTube-like video management and distribution services with in-depth social sharing capabilities and the ability to create channels and playlists. Another alternative that was mention before is professional platforms that give content creators the ability to create, publish and monetize their videos on their terms. These professional video hosting and streaming services allow for greater customization, enhanced content protection and brand recognition while giving content creators control without have to worry about restrictions from “Adpocalypse”. An example of a professional platform for video hosting and streaming is MainStreaming, the industry’s leading company in next generation online video distribution. For those who produce and create video content, MainStreaming provides the ability to manage, publish, distribute securely, increase SEO indexing and ultimately monetize 100% of their content even in the era of great restriction.