YouTube joins the world of digital gifts.
Acquire "gems" to give digital gifts to live content creators.
YouTube has decided to implement a new feature inspired by TikTok's functionalities, allowing users to purchase "gems" to exchange for gifts for their favorite creators during live streams. This novelty was introduced at the Made on YouTube event in September and will roll out in the United States in the coming weeks, targeting creators who meet the requirements of the YouTube Partner Program.
The new feature is similar to TikTok's gift system during livestreams, where users buy "coins." On YouTube, the gifts sent to streamers appear on screen and add to their earnings, referred to as "rubies," which are valued at one cent each. The platform has indicated that there is no fixed revenue share since the cost of gems may vary based on promotions, meaning that the amount of rubies generated may also fluctuate. Over the next three months, YouTube will offer a 50 percent bonus on the earnings of eligible creators, with a maximum additional $1,000 per month.
Creators will only be able to receive gifts during vertical broadcasts on YouTube or through third-party streaming software, and viewers can only send gifts using the YouTube mobile app. Once a creator activates the gift option on their account, they will lose the ability to receive YouTube Super Stickers.
The platform may have been inspired by the success of the gift function on TikTok, which has proven addictive for some users. For example, there have been reports of people spending their inheritances on sending gifts to streamers, or even more extreme cases of individuals stealing large sums of money to purchase them. Additionally, YouTube is experimenting with a feature similar to TikTok's endless video feed, introducing a new swipe gesture for long-form videos.