YouTube Shorts revenue now matches long-form YouTube content
Ad revenue is now on par with traditional YouTube content, reinforcing Shorts as a major platform for discovery and income.
YouTube Shorts monetization hits a new high
Last week, YouTube CEO Neal Mohan revealed that YouTube Shorts now brings in the same ad revenue per watch hour as long-form videos in the US, and even surpasses it in some countries. The announcement came during YouTube’s ad pitching conference in New York, highlighting the platform’s potential for advertisers.
The leap in monetization is thanks to increased ad impressions, AI-powered ad targeting, and a surge in Shorts viewership compared to long-form videos.
“It’s something that we have been working on for a while and it’s a testament to both the viewer side, but also the quality of the ad products that we build for our advertisers.”
Neal Mohan, YouTube CEO
The rise of short-form on YouTube
Shorts has become more than just YouTube’s answer to TikTok, it has quickly become a cornerstone of the YouTube experience. Around 70% of channels now post Shorts, signaling the popularity of the format for creators on YouTube. In fact, Shorts hit 70 billion daily views last year, with that figure growing by 20% in Q1 2025 alone. This growth has been fueled in part thanks to TikTok’s uncertain legal status in the US. As a result, both viewers and creators are looking elsewhere to watch and post their short-form content.
For those in the industry, this trend shows where audience attention is headed.
What this means for artists
For musicians and the wider music industry, YouTube Shorts has become fundamental at driving music discovery. Music watch time on YouTube is up 10% year-over-year, with Shorts more than contributing. The sheer number of Shorts viewed everyday shows the potential number of ears that artists could reach. As more users seek out short-form content on YouTube, artists have an expanding opportunity to reach new listeners, promote tracks, and build their brand.
Beyond mere discovery, Shorts also offers an alternative income source for artists. With ad revenue per watch hour now level with regular videos, artists have an added incentive to engage fans through bite-sized content.
Final thoughts
YouTube Shorts is quickly becoming central to artist discovery and revenue. As monetization and usage of the platform grows, artists who invest in short-from content are now well-positioned to benefit from this shift. Whether you’re promoting new music or growing your audience, now is the time to start using Shorts.