It has been reported that YouTube will begin running ads on some creators' videos that are not enrolled in its Partner Program. The Verge has reported that it won't however, give these creators a portion of the ad revenue because they are "not big enough" to be a part of the programme. The Partner Program means that creators, who are enrolled, typically receive a portion of advertisement revenues. With the new monetization rules, a creator who is not in the partner program “may see ads on some of your videos,” according to an update to the platform’s Terms of Service.

The Verge has reported that the update will mostly affect smaller creators without huge viewership, as the Partner Program requires creators to have accrued 4,000 total hours of watch time over the last 12 months and have more than 1,000 subscribers. YouTube has now said how many creators will see ads run on their videos without paying out to them, but it has confirmed that channels of all sizes may see ads appear.