Here is how YouTubers make money: they earn a share of ad revenue through the YouTube Partner Program, then add sponsorships, channel memberships, fan tips, merchandise, affiliate links and, at the top level, businesses of their own. Ads are usually just the starting point. For most successful creators, brand deals and products end up paying far more than YouTube itself.
This guide explains each income stream in plain terms, what it takes to qualify for it, and how the biggest creators stack them together.
Key Takeaways
- To earn from ads, a channel needs 1,000 subscribers plus 4,000 watch hours in 12 months, or 10 million Shorts views in 90 days.
- Creators keep 55% of ad revenue on long videos and 45% of their share of Shorts revenue.
- YouTube says it paid more than $100 billion to creators, artists and media companies over the four years to 2025.
- Sponsorships, merch and owned businesses usually earn more than ads for large channels.
How do YouTubers make money from ads?
Ad revenue is the income stream most people think of first. When a video plays an ad, the advertiser pays YouTube, and YouTube shares part of that money with the creator. To get a share, a channel has to join the YouTube Partner Program, often called YPP.
According to YouTube’s Partner Program eligibility page, a channel qualifies for ad revenue once it reaches one of two thresholds:
- 1,000 subscribers and 4,000 public watch hours on long videos in the last 12 months, or
- 1,000 subscribers and 10 million public Shorts views in the last 90 days.
Meeting a threshold is not a guarantee. Every channel goes through a review to check that it follows YouTube’s policies. In some countries, YouTube also offers an earlier tier with lower requirements, which opens up fan funding tools such as memberships before ad revenue.
How the ad money is split
For long videos, creators keep 55% of the ad revenue their videos earn, and YouTube keeps 45%. Shorts work differently. Ad money from the Shorts feed goes into a shared pool, which is split among creators based on their share of views, and creators keep 45% of what is allocated to them.
YouTube has also announced changes for February 1, 2027. From that date, a channel will need at least 10 million qualified Shorts views in the past 90 days to earn a share of Shorts ad revenue, so small Shorts channels will find it harder to earn from that pool.
Why ad income varies so much
Two channels with the same views can earn very different amounts. Advertisers pay more to reach viewers in wealthy countries and in topics like finance, business and tech. They pay less for kids’ content and for viewers in lower-income markets. Our guide on how much YouTube pays per 1,000 views breaks down those numbers.
What other ways do YouTubers earn money?
Once a channel has an audience, ads are only one of many ways to get paid. Here are the main ones.
Sponsorships and brand deals
A sponsorship is when a company pays a creator to mention or show its product. This is often the biggest income source for mid-sized and large channels. Brands pay a flat fee per video, and the price depends on views, audience type and how well the creator’s fans trust them. A tech reviewer with a loyal audience can earn more from one sponsored segment than from a month of ad revenue.
Channel memberships
Memberships let fans pay a monthly fee for perks like badges, emojis, members-only videos or early access. Creators keep most of the revenue. Memberships work best for channels with a close community, such as gaming streamers, podcasters and educators.
Super Chat, Super Stickers and Super Thanks
During live streams, fans can pay to highlight their message with Super Chat or send animated Super Stickers. On regular videos and Shorts, Super Thanks lets viewers leave a tip with a highlighted comment. These tips add up quickly for creators who stream often.
YouTube Premium revenue
When YouTube Premium members watch a video, the creator gets part of the subscription money based on watch time. Premium viewers see no ads, so this payment replaces the ad money the creator would have earned from them.
Merchandise
Many creators sell T-shirts, hoodies, hats and other items. YouTube lets eligible channels show products in a shelf under their videos. Merch pays well for creators with strong fan identity, because buying a shirt is a way for fans to show they belong.
Affiliate links
Affiliate links pay the creator a small commission when a viewer buys a product through a special link in the video description. Product reviewers, tech channels and cooking channels use them heavily. YouTube Shopping also lets some creators tag products directly and earn a commission on sales.
Owned businesses
The richest creators build companies on top of their channels. Jeffree Star built a cosmetics brand, as our Jeffree Star net worth profile explains. Logan Paul co-founded the drink brand Prime. Ms Rachel licensed her videos to Netflix and signed a toy deal with Spin Master. Owning a business turns an audience into an asset that can grow even when views slow down.
Which income stream pays the most?
It depends on the size and type of channel. The table below compares the main options.
| Income stream | Who pays | Best for | Needs YPP? |
|---|---|---|---|
| Ad revenue | Advertisers through YouTube | Channels with steady, high view counts | Yes |
| Sponsorships | Brands directly | Channels with a clear niche and trusted host | No |
| Memberships | Fans, monthly | Communities, streamers, educators | Yes |
| Super Chat and Super Thanks | Fans, one-off tips | Live streamers | Yes |
| Merchandise | Fans buying products | Creators with strong personal brands | Shelf needs YPP; outside sales do not |
| Affiliate links | Retailers, per sale | Reviewers and how-to channels | No |
| Owned business | Customers | Large creators with loyal fans | No |
Look at how YouTubers make money at different sizes and a clear pattern appears. For a small channel, affiliate links and early sponsorships can start paying before YPP is even possible. For a big channel, sponsorships and owned businesses usually beat ads by a wide margin.
How much do top YouTubers actually earn?
The biggest creators earn tens or even hundreds of millions of dollars a year, but almost none of them rely on ads alone. Forbes estimated that MrBeast earned about $300 million in the year to its 2026 Top Creators list, much of it from his businesses and media deals rather than YouTube ads.
The same pattern shows up across the top of the list. Ms Rachel earned about $26 million by Forbes’s estimate, from YouTube, Netflix licensing and toys. Jake Paul used YouTube fame to move into boxing, where single fights now pay him more than years of videos did, as our Jake Paul net worth guide shows.
The money behind the whole system is huge. YouTube said in 2025 that it had paid out more than $100 billion to creators, artists and media companies over the previous four years, as announced at its Made on YouTube 2025 event.
How can a new channel start making money?
If you are just starting, the path usually looks like this:
- Pick a clear topic. Channels with a defined niche grow faster and attract better sponsors.
- Post on a steady schedule. Regular uploads build watch hours and help viewers come back.
- Use affiliate links early. They can earn money before you qualify for YPP.
- Reach the YPP threshold. Once you qualify, turn on ads, memberships and other features.
- Pitch sponsors. Even a channel with a few thousand loyal viewers can land small brand deals.
- Build something you own. Merch, a course, a product or a podcast gives you income that does not depend on the algorithm.
Most creators take years to reach full-time income. The ones who last usually spread their earnings across several of these streams.
For real examples of how creators turn views into fortunes, browse our YouTubers profiles, read more explainers in the Blog, or visit our homepage for every YouTuber net worth breakdown we publish.
Conclusion
How YouTubers make money comes down to stacking income streams. Ad revenue through the Partner Program starts once a channel hits 1,000 subscribers plus 4,000 watch hours or 10 million Shorts views, and creators keep 55% of long-form ad money. From there, sponsorships, memberships, tips, merch, affiliate links and owned businesses usually earn far more. The most successful creators treat their channel as the start of a business, not the whole thing.
Frequently asked questions
How many subscribers do you need to get paid on YouTube?
You need 1,000 subscribers for ad revenue, plus either 4,000 public watch hours in the past 12 months or 10 million public Shorts views in the past 90 days. YouTube then reviews the channel before approving it for the Partner Program.
Do YouTubers get paid per view?
Not directly. YouTubers are paid a share of the ad money their videos earn, which depends on how many ads are shown and how much advertisers pay. That is why earnings per 1,000 views vary widely between channels and topics.
How much of the ad money does YouTube keep?
For long videos, creators keep 55% of the ad revenue and YouTube keeps 45%. For Shorts, ad money goes into a shared pool split by views, and creators keep 45% of their allocated share.
Can you make money on YouTube without monetization?
Yes. Sponsorships, affiliate links and merchandise sold through your own store do not require the Partner Program. Many small creators start earning this way before they qualify for ads, memberships or Super Chat.
What pays YouTubers the most?
For large channels, sponsorships and businesses they own usually pay the most. Ad revenue is steady, but top creators like MrBeast, Logan Paul and Ms Rachel earn much more from brands, products and media deals than from ads.
