YouTube creators due to the impact of the COVID-19 are seeing fewer returns than normal so the platform is working on to offer more options to help YouTubers understand the key metrics and enhance their revenue potential. YouTube is also working on refining the presentation of its data to provide more information for creators.

According to the above tweet, YouTube is introducing a new RPM (Revenue Per Mille) metric which makes it easier to see how much a creator earns per 1000 views of their videos. This adds up to the existing CPM (Cost Per Mille) data which displays how much advertisers are giving money to display ads on YouTube clips and other metrics on retention and engagement.

Not only this YouTube has recently added new insights on CTR and information on where the users are coming from with a new channel performance chart in the creator Studio which showcase watch time, subscribers number, the performance of the revenue in a single display.

YouTube Analytics
Image Source: Social Media Today

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The specific insights into the amount of money the videos are generating for the creator will help to better understand the YouTube revenue performance. YouTube is working to address the lower overall ad sales amid the pandemic to keep creators engaged. As per a report from OneZero the rates of advertising on YouTube has been dropped by almost 50% since February despite the fact that viewership increment amid the COVID-19 lockdown.

According To OneZero

“Data from the Interactive Advertising Bureau, an advertising industry body, suggests that one in four media buyers and brands have paused all advertising for the first half of 2020, and a further 46% have adjusted their spending downwards.”


This means YouTubers are seeing the decline of CPM between 30% and 50% and also less revenue for creators. The new RPM metric by YouTube will help to better inspect the impact on the payouts from the platform. At this difficult point in time, it is good to see YouTube working to offer more tools to enhance transparency to keep going amid the pandemic.


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