YouTube tests applause feature as alternative monetisation avenue for creators on the platform

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 13, 2020, 1:43 AM UTC

In beta, the feature is currently available via desktop.

In an effort to discover alternative monetisation opportunities for creators on the platform, YouTube is currently testing a clap feature. The “viewer applause” feature allows viewers to buy a “clap” animation to indicate their support of a video.

The feature is currently in beta with claps visible only to the buyer. A clap currently costs $2 on YouTube. The article shares that as per Google’s product blog notes that fans can spend “$500 per day, or $2,000 per week on Super Chats, Super Stickers, and Viewer applause combined.”

YouTube’s move can be seen as one following developments at Twitch. This is as on Twitch, creators earn through ad revenue, subscriptions and donations. Fans will be able to spot the feature’s icon beside the like and dislike buttons on YouTube.

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