YouTube Gives Brands Deeper Insights into Creator Performance
YouTube has shared more information about a new option that lets creators share more of their channel's performance data with brands, to help create more ways to earn money.
As we reported earlier this week, YouTube has started telling channel managers in the YouTube Partner Programme (YPP) that they will soon be able to share channel and audience data "to potentially be discovered by advertisers and brands for more earning opportunities.”
YouTube has now shared more details about the scheme, which channels will be able to control in their advanced settings in YouTube Studio.
The option will let channel managers share combined channel and audience information, including subscriber counts, views, likes, and comments. You will also be able to share data about your audience's demographics, as well as information on shopping tags and how well your shopping promotions are doing.
This will give advertisers more information to make a better decision about who to partner with on the app, helping them find the right creators.
As YouTube explains: “The creator economy is growing, and more advertisers and brands are eager to partner with YouTube creators. This setting aims to streamline data sharing across Google’s tools to enhance creators’ discoverability, and expand their monetisation opportunities, while maintaining data control and transparency.”
YouTube says this advanced data sharing is turned off by default, so creators won’t share this information without realising. However, by making the option available, YouTube likely hopes that more creators will be encouraged to switch it on to be more transparent and improve their chances of getting sponsorship deals.
Brands can also access some channel data through YouTube’s Creator Partnerships Hub to find potential creators to work with.
In another update, YouTube is also launching a new filter on the “Content” page in YouTube Studio. This will let creators filter their videos to find product tags that break YouTube’s rules. This could make it easier to find and fix any potential mistakes with your product listings.
Additionally, YouTube has announced an update on how it deals with "mass-produced" content, with better detection methods now being used. Starting from 15 July 2025, YouTube is updating its guidelines to better spot mass-produced and repetitive content.
YouTube is keen to point out that this isn't a change in policy, but an improvement in how they spot this type of content, which has never been allowed to earn money. This update is really aimed at AI-generated material, such as fake film trailers and other automatically created videos.
Ideally, this will help original creators get the rewards they deserve for their efforts, rather than people who just re-post content.
YouTube is also launching new channel membership loyalty badges to celebrate members who have been subscribed for ten years. Previously, badges only went up to five years, which is no longer enough for creators with long-term, dedicated members.
Finally, YouTube is adding a "pull-to-refresh" function on Channel pages. This allows users to pull the page down to refresh it, instead of having to leave the page completely to see the latest content. A simple but useful change to finish off the latest set of updates.
