extra appreciation for a video, they can pay creators with one of four pre-set amounts, ranging between $2 and $50 in their local currency. When viewers buy Super Thanks, they can leave a message, which will appear highlighted in the comments section., Super Thanks, on Tuesday. This is YouTube’s fourth Paid Digital Good, which the . So far, these tools include Super Chat, Super Stickers, and channel subscriptions — but Super Thanks is YouTube’s first feature that allows fans to tip streams. If viewers want to show
YouTube’s previous tools for direct payments to creators seemed like a way towith Twitch, but the platform is now differentiating itself from Super Thanks. Even Instagram has features that tip creators when they go Live, like Badges, but it lacks a way to receive a one-time payment for a post or a reel. Instead, Instagram has pivoted hard to e-commerce, which feels like a less organic or direct way for with creators than a product like Super Thanks.
Last year was YouTube’s most enormous for Paid Digital Goods — in 2020, more than 10 million users purchased a Super Chat, Super Sticker, or channel. The number of channels that earned most of their revenue from these products in 2020 was more than 3x in 2019. “In my spare time, I’m a YouTube creator,” said Barbara Macdonald, YouTube’s product manager for Paid Digital Goods. “I’m fortunate enough that my insights as a creator have been able to help myself and my team create better products for our users on YouTube.”
Since 2019, Macdonald and her team have been working with a group ofthis feature, originally called “applause,” as beta testers. These creators provided feedback and suggestions on the product, which YouTube considered — they suggested changing the name from “applause,” adding options to maximize revenue potential, and differentiating a Super Thanks message from other comments. YouTube takes 30% of revenue from fans’ payments to creators, while competitor Twitch takes 50% of streamers’ subscription revenue.
Starting today, Super Thanks functionality will expand to thousands of creators in 68 countries as YouTubemembers. Macdonald said that the expansion is randomized but will roll out to all eligible creators in the YouTube Partner Program by the end of this . So now, maybe instead of YouTubers ending each video with a reminder to “like, comment, and subscribe,” it’ll be “like, comment, subscribe, and Super Thanks.”