YouTube Click Count Floors Creators
April 18, 2025
Content creators are not thrilled about a change in how YouTube counts views for short-form videos. The Google-owned site now tallies a view any time the short starts, regardless of how long it plays before the user scrolls on past. Digiday reports, “YouTube Shorts View Count Update Wins Over Brands—But Creators Aren’t Sold.” Though view counts have spiked since the change, that number has nothing to do with creators’ compensation. Any bragging rights from high view counts will surely be negated as word spreads on how their calculation changed. Besides, say seasoned creators, there could be a real downside for newbies. Reporter Ivy Liu writes:
Other creators said that they were worried the change could encourage YouTubers to focus on the inflated view metric displayed beneath Shorts, rather than the engaged view metric that contributes more meaningfully to creators’ income. For example, the creator BnG Refining — who goes by the name ‘Scrooge’ to his audience and asked not to be quoted by his real name — said that he was afraid less experienced creators might ‘flood the platform with content that they think is wanted, and not until hours, days, weeks later realizing that those were only fake views.’”
We are sure Google does not mind, though. Creators were not the real audience for the change. We learn:
“Brands and marketers are far more welcoming of the update, saying it brings order to the chaos of influencer marketing. Now, YouTube Shorts, TikTok videos and Instagram Reels all measure their views in the same way, making it easier for marketers to compare creators’ and videos’ performance across platforms. ‘It makes it easier, if you’re a brand, to say, “here’s how performance is across the board,” vs. looking at impressions and then trying to judge an impression as a view,’ said Krishna Subramanian, CEO of the influencer marketing company Captiv8.”
Of course. Because it is all about making it easier for brands to calculate their ROI. Creators’ perspectives, information, and artistic expression are secondary. As usual, creators are at the mercy of Google. Google likes everyone to be at its mercy. No meaningful regulation is the best regulation. Self regulation works wonders in the financial services sector too.
Cynthia Murrell, April 18, 2025
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