YouTube is rolling out a new gifting feature during livestreams, enabling viewers to purchase “jewels” and send them as gifts to their favorite creators. This feature, announced at the Made on YouTube event in September, is gradually becoming available in the United States for eligible creators in the YouTube Partner Program.
How It Works
Similar to TikTok’s gifting system that uses “coins,” YouTube’s version allows users to buy jewels that appear on-screen during livestreams. These jewels contribute to a creator’s earnings in the form of “rubies,” each valued at one cent. However, YouTube indicated that the value of rubies may vary, as jewel prices can change based on ongoing promotions.
Incentives for Creators
To encourage participation, YouTube is offering creators a bonus of up to 50% on their earnings for the next three months. Eligible creators could earn an additional $1,000 per month through this initiative.
Exclusive to Vertical Livestreams
The new gifting feature is exclusively available for vertical livestreams on YouTube or through third-party streaming software, and viewers can only send gifts via the mobile app. Creators who enable this feature will not be able to receive YouTube’s Super Stickers from their fans.
Response to Livestream Gifting Trends
This initiative comes as YouTube aims to capitalize on the rising trend of livestream gifting, which has gained popularity on platforms like TikTok. While TikTok has faced controversy over users spending large sums on virtual gifts, YouTube’s entry into this market signifies its commitment to embracing digital gifting culture.
Testing New Features
Additionally, YouTube is testing a new swipe gesture for long-form videos, akin to TikTok’s endless video feed, further aligning itself with successful trends from other social media platforms.
