While TikTok continues its meteoric rise, and looks set to become an even more influential platform this year, YouTube remains the clear leader in the online video space. And it looks set to maintain the top spot for one key reason – its revenue-sharing program, which sees billions shared with creators each year, and which no other platform is close to matching just yet, in terms of a sustainable creator monetization model.

YouTube’s Partner Program, which is now well embedded, and established within its own ecosystem, is now a key driver of the broader creator economy. And this week, as part of parent company Alphabet’s Q4 performance update, we got some more insight into just how significant this element has become.

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