YouTube tightens monetization rules

YouTube will begin enforcing stricter rules on how creators can earn money from their content starting 15 July 2025, as the platform takes a firm stance against repetitive, low-quality videos that have flooded the site in recent years.

The updated guidelines aim to raise content standards and better serve advertisers who want their brands placed alongside original, high-value material. Under the new policy, creators will have to show that their videos are genuinely original and offer meaningful content to viewers – moving away from templated formats and automated production.

The policy shift reflects YouTube’s broader push to clean up its content ecosystem. Channels that rely heavily on reused material, synthetic narration, or minimal editing may see their monetization privileges revoked. YouTube said the move is meant to reward creators who invest time, effort, and creativity into their work.

In an official statement, YouTube explained, “To monetize as part of the YouTube Partner Program (YPP), creators have always been required to upload original and authentic content. Starting July 15, 2025, we are updating our guidelines to better identify mass-produced and repetitious content. This update better reflects what inauthentic content looks like today.”

For years, the platform has been grappling with an influx of videos that offer little more than recycled visuals and templated formats. Under the new rules, videos that simply speed up or slow down clips, add background music, or crop visuals to give the illusion of newness will no longer qualify for monetization.

YouTube also emphasized that repetitive content must serve a clear purpose beyond simply chasing views. 

“It must be entertaining or educational,” the company noted.

AI-generated content is also under closer scrutiny. While YouTube clarified it is not banning AI altogether, videos built largely using automated tools – especially those with synthetic voices or visuals – will be subject to stricter review. 

Creators who rely on high-volume publishing with minimal originality – such as reaction videos with little commentary, faceless narration channels, or clip compilations – are among those most at risk of losing monetization.

While entry requirements for the YouTube Partner Program remain unchanged – 1,000 subscribers and either 4,000 public watch hours in the past 12 months or 10 million valid Shorts views in 90 days – the review process will now be more stringent, focusing on authenticity and content quality.

The rise of generative AI and automated content strategies has contributed to a growing pool of low-effort videos. Some online communities have even promoted ways to “monetize without showing your face,” a trend YouTube now appears keen to discourage.

After July 15, YouTube will deploy a combination of AI systems and human reviewers to enforce its rules. While penalties were not specified, industry watchers expect consequences ranging from individual video demonetization to full removal from the Partner Program for repeated violations.

Creators will have the opportunity to appeal, but must demonstrate that their content offers significant transformation and real value to viewers.