YouTube continues to mirror Twitch, tests new clap feature that lets fans donate to creators

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Reported today on The Verge

For the full article visit: https://www.theverge.com/2020/2/12/21134512/youtube-viewer-applause-clapping-feature-monetization-creators-twitch-donations

Reported today in The Verge.

YouTube continues to mirror Twitch, tests new clap feature that lets fans donate to creators

YouTube is trying to figure out how to help creators earn more revenue through alternative monetization methods, and its newest attempt reiterates that YouTube is still following in Twitch's footsteps.

Clapping is the latest idea YouTube is testing in certain territories. Officially referred to as "viewer applause," the feature allows people to purchase a clapping animation that appears over the video they're choosing to support. The animation is only shown privately to the buyer. Viewer applause is only available in a beta format right now, meaning that creators have to be invited by YouTube to test the product. Normally, when YouTube rolls out an alternative monetization tool like this one, it's made available to people with north of 100,000 subscribers - and even then, it's only a select amount.

A video from analytics firm VidIQ goes over in detail how the new function works. YouTubers with access to the feature can go into their dashboard and enable the option. For fans, they'll see the option to support a creator by clicking on an icon nestled in beside the like and dislike buttons. People can spend $2 on a clap, but Google's product blog notes that it's not a one-time function. Fans can spend up to "$500 per day, or $2,000 per week on Super Chats, Super Stickers, and Viewer applause combined."

While Twitch doesn't have a clapping function that works as a donation, YouTube is leaning heavily into what works for Twitch's streamer base. Donations are a big part of how Twitch streamers earn income (alongside subscriptions and ad revenue). YouTube is working on building a series of tools that operate as alternative monetization - something that b



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