Demonetizing ‘problematic’ YouTubers isn’t effective, researchers say
YouTube’s existing policies are not enough to discourage creators from posting “problematic” content. That’s one of the findings ofYouTube has long used the threat of demonetization to encourage creators to follow its rules. Creators who violate its policies or who veer into so-called borderline content — videos that don’t outright break the rules but come close enough the company stops recommending them — are at risk of losing access to monetization features.
Moreover, they found that YouTubers who traffic in extreme and “problematic” content are significantly more likely to employ “alternative monetization” sources than their peers. According to their findings, 61 percent of “fringe channels” used an alternative monetization source, compared with just 18 percent of channels overall.
“On the one hand, weakening the link between exposure and earnings may allow higher-quality content to be produced,” they write in the paper. “On the other, it may also encourage creators to embrace divisive rhetoric … Even if videos are demonetized by YouTube for breaching their policy, it could be that, due to alternative monetization strategies, creators still have substantial financial incentives to create content espousing false, hateful, and divisive narratives.
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