As a video creator, one of the most common questions is whether YouTube pays less for shorter videos compared to longer videos. The short answer is yes, YouTube’s monetization model does tend to favor longer videos. However, monetization on YouTube depends on several factors, not just video length alone.
How Does YouTube Monetization Work?
YouTube allows creators to monetize their videos by running ads on them. When viewers watch those ads, creators earn a share of the ad revenue. The exact amount creators earn per view depends on:
- Video length – Longer videos can accommodate more ads
- Watch time – YouTube shares more revenue for videos viewers watch for longer
- Ad types – Some ad formats earn more money
- Viewer demographics – Ads targeted to lucrative demographics earn more
- Seasonality – Ad rates fluctuate throughout the year
So while length plays a role, it’s not the only factor. A 10 minute video with poor watch time and low ad rates may earn less than a 5 minute video with great engagement and high-paying ads.
Why Do Longer Videos Earn More?
With all else being equal, longer videos do tend to earn more ad revenue on YouTube. There are two main reasons for this:
- More ad inventory – YouTube can insert more ads in longer videos, providing more opportunities to earn.
- Higher watch time – Viewers tend to have longer overall watch time on longer videos, which YouTube rewards.
For example, YouTube could put one ad in the beginning and one in the middle of a 5 minute video. But in a 20 minute video, they could potentially put an ad every few minutes. More ads equals more revenue.
Even if the ad frequency was the same, a 20 minute video where viewers watch the full duration would have 4x the watch time as a 5 minute video. YouTube shares more ad revenue for higher total watch time.
Examples of RPM Based on Video Length
Here are some examples of how video length can impact RPM, or revenue per thousand views:
| Video Length | RPM |
|---|---|
| 0-2 minutes | $2 |
| 2-5 minutes | $5 |
| 5-10 minutes | $7 |
| 10-20 minutes | $9 |
| 20+ minutes | $12 |
As you can see, RPM tends to increase gradually for longer videos. This makes sense given the factors mentioned earlier – more ad inventory and higher watch time.
Of course, these numbers will vary widely depending on content type, viewer demographics, seasonality, and other factors. But in general, longer videos have potential for higher earnings on YouTube.
When Might Short Videos Earn More?
Short videos can sometimes out-earn longer videos in certain situations, like:
- Higher engagement – If a short video keeps viewers watching the full duration, it may have better overall watch time than a long video where people click away.
- Higher ad rates – Short funny or music videos often get premium ad rates, earning more revenue with fewer views.
- More accessible content – Casual viewers are more likely to watch a 1-2 minute explainer than a 45 minute webinar.
Short videos can also be beneficial when starting a channel. They have lower production time and costs, allowing you to test different content ideas and build an audience. Once you identify high-performing topics, you can invest more in longer premium videos.
Maximizing Short Video Revenue
If you are going to make short videos, here are some tips to maximize revenue:
- Optimize thumbnail and title for click-through-rate – Good CTR gets more views
- Frontload content – Put the most valuable info at the beginning to retain viewers
- Get straight to the point – Engage viewers right away before they click away
- Use end screens/cards – Link to other videos and playlists for continued watch time
- Reuse content – Repurpose clips into compilations, trailers, shorts etc.
Choosing the Right Video Length
The “best” video length ultimately depends on your channel niche, content, and audience. Here are some factors to consider:
- Attention span – Some topics warrant short videos, while others need more time.
- Production effort – Short videos require less shoot time and editing.
- Engagement – Will quality suffer in a longer video for your niche?
- Viewers – Do your viewers prefer short “snackable” content?
- Ad rates – Certain content earns higher ad revenue per minute.
Test different video lengths to see what performs best for your channel. You may find a mix of short and long videos is optimal. Just make sure to focus on providing value to your audience above all else.
Conclusion
In summary, YouTube’s ad payout model does tend to reward longer videos with more revenue potential. However, shorter videos can still be quite lucrative in many cases. Focus on watch time, ad rates, and overall viewer engagement. Choose video lengths that make sense for your channel and audience. With good content and optimization, you can monetize effectively with both short and long form video content.