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YouTube to Let Creators Offer Courses, Pocketing 30% of Sales – Business Insider

  • YouTube unveiled a $20 million fund for educational content in 2018, and began building a team dedicated to learning.
  • YouTube will soon let creators host online courses, with the company pocketing 30% of revenue.
  • Given the prevalence of scams, the company is pre-vetting all participants in a forthcoming beta. 

YouTube is opening up a new means of monetization for educational creators: the ability to charge for online courses.

The product has been years in the making, according to Katie Kurtz, who was named YouTube’s global head of learning in 2019. And it’s a ripe space for YouTube to compete in, given how courses have become a popular way for creators of every stripe to monetize their expertise, with a host of startups flooding the space. 

On YouTube, creators like coding pro Jess Chan will be able to offer courses for free or for a fee. Prices are chosen by creators, with a max of $999.99. YouTube pockets 30% of ensuing revenues. Paid courses will be ad-free and can be played in the background of mobile devices. 

YouTube’s beta test launches next year in the US and South Korea, but the company announced it on Thursday in tandem with EduCon, a private event that will see 150 education-focused creators flying in from 20 countries to network and learn about new tools. 

A course’s homescreen within YouTube features a header image and episodes listed below, with the option for viewers to preview or purchase. In addition to videos, courses can also include supplemental materials. 

“Sometimes you need a little bit more structure, a little bit more guidance,” Kurtz said of the new format. “YouTube doesn’t always work well for that use case — in the way that your recommendations could not always be the very next best thing that you need to learn.”

Given the prevalence of scams, YouTube is still ironing out policy kinks

YouTube CEO Susan Wojcicki has called educational content one of the “greatest benefits” of YouTube. The company announced a $20 million learning fund in 2018, in part to pay for creators to make “multi-session learning content,” which helped pave the way for the courses launch but is now fully spent. 

At the time, it also began investing in staff, including a dedicated product and engineering team.

YouTube is still working out policy kinks around courses. At first, all participants in the beta will be pre-vetted, Kurtz said.

While courses must be in keeping with existing community guidelines, certain topics will be ineligible across the board, including financial planning and dating advice. The waters can be particularly murky, given that several creators have garnered headlines for courses that have left their followers feeling scammed — from how to grow your Instagram to allegedly deceptive fitness plans.

The company is also ironing out other requirements, including series length and production quality. Specifics will be announced after the beta closes upon broader launch. 

In addition to paid courses, YouTube announced two other education-related updates: the ability for creators to offer quizzes on their Community tabs, and an embeddable video player that can be used by instructors at educational institutions like EDpuzzle and Purdue University in an ad-free context.

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