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YouTube rolls out new minimum views threshold for channels seeking ads

Google Inc.'s YouTube is changing its policies surrounding which channels may become ad-supported.

Going forward, only those with at least 10,000 lifetime views will be able to host advertising, and only after undergoing a screening process to ensure the channels meet YouTube's community standards, the company said in an April 6 blog post.

The change is designed to help ensure content creators seeking to monetize channels through the YouTube Partner Program are meeting standards while also encouraging new creators who wish to access revenue opportunities, Ariel Bardin, vice president of product management, said in the post.

"Together these new thresholds will help ensure revenue only flows to creators who are playing by the rules," Bardin wrote.

The updates come after many brands started pulling advertising from YouTube amid concerns regarding brands' content potentially appearing alongside videos promoting extremist material or hate speech.

Philipp Schindler, Google's chief business officer, recently told media outlets that the company was working to fix the problem, which he said had impacted a very small percentage of advertising on YouTube.