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The Importance of YouTube's Revenue Sharing Model
YouTube's revenue sharing model of giving creators 55% of the ad revenue associated with their videos, which has been in place since 2007, has not been replicated by other platforms like Vine and Twitter due to differences in ad models. Platforms with longer form content can incorporate various ad formats like interstitial, mid-roll, and pre-roll ads, which are not feasible for shorter content formats such as Vine's six-second videos. Snapchat has managed to monetize short-form content through interstitials and stories, while newer platforms like TikTok and YouTube Shorts are now introducing creator funds, which were not available in 2015 when the mentioned Vine meeting took place.