YouTube Enters Digital Gifting with New Jewels Feature

YouTube Introduces Livestream Gifting Feature: "Jewels" for Creators

YouTube has officially announced a new gifting feature designed to enhance the experience for both creators and audiences during live streams. This initiative was revealed during the September edition of the Made on YouTube event and is expected to roll out in the United States within the next few weeks. The feature allows viewers to purchase digital "jewels," which can then be exchanged for gifts to support their favorite content creators directly during livestreams.

A Similar Concept to TikTok's Gifting

This new development mirrors a popular feature on TikTok, where users can send gifts by purchasing virtual "coins." On YouTube, however, the gifts sent during live streams contribute to the creator's earnings, referred to as "rubies." Each ruby holds a value of one cent, making this an intriguing method for fans to show their appreciation while simultaneously supporting creators financially.

Variable Revenue Sharing

Unlike traditional revenue-sharing models, YouTube has stated that there is no fixed share for the earnings generated from the gifting feature, as the cost of jewels can fluctuate based on promotional events. This variability means that the rubies earned by creators may differ according to market conditions.

Exclusive Benefits for Creators

To encourage participation, YouTube is rolling out a limited-time incentive where eligible creators can earn a 50% bonus on their earnings from this feature, capped at an additional $1,000 per month for a three-month duration. This bonus aims to attract more creators to the platform and leverage the engagement potential through live gifting.

Requirements and Limitations

To enable gifts on their channels, creators must be part of the YouTube Partner Program and must activate the gifting option in their account settings. However, it's essential to note that creators will not be able to receive YouTube’s Super Stickers from fans once they opt into the gifting feature.

Mobile-only Gifting

Currently, viewers can purchase and send gifts exclusively through the YouTube mobile app while watching vertical live streams. This mobile-only restriction emphasizes YouTube's focus on enhancing user engagement on mobile devices, ensuring a seamless experience for both creators and viewers.

The Impact of Gifting Features

YouTube appears to be capitalizing on the growing trend of gifting during live streams, which has proven to be addictive for many viewers. Some alarming anecdotes have surfaced regarding excessive spending on digital coins. One individual reportedly spent their inheritance on gifts for streamers, while another case involved a theft of $300,000, which was then used to buy virtual coins.

Conclusion

The introduction of the "jewels" gifting feature on YouTube may significantly change how creators interact with their audiences during live streams. As this feature rolls out, it will be interesting to observe how it impacts creator earnings and the overall dynamics of content creation on the platform.