The Shorts play: YouTube steps up creator monetization

YouTube is expanding its internal brand partnership tools and its relationships with third-party creator monetization vendors — all part of a broader effort to create new revenue streams for Shorts creators.

In recent months, YouTube has ramped up its partnerships with third-party creator marketing and sponsorship platforms that connect Shorts creators with brands, such as Agentio, which launched a Shorts-focused partnership in March, and StreamElements, which expanded its offerings to Shorts creators last month. 

A YouTube spokesperson declined to share the specific number of Shorts-based partnerships recently signed by the company, but confirmed that YouTube is actively working to expand its internal brand partnership tools and build relationships with a wide range of third-party creator monetization vendors – all aimed at unlocking more revenue for Shorts creators.

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