More YouTube ads coming as platform keeps the revenue

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Changes in YouTube's terms of service mean the Google-owned company will start including advertising on videos in the US, even if they are not part of its partner programme.

The change, in the US from last week, is expected to follow in other countries from mid-2021. It is expected to result in advertisements running on videos where the creator or user is not sharing revenue. YouTube says the change is because of "ongoing investments" in solutions such as its Home Feed ads, that "help advertisers.. tap into the full scale of YouTube".

Channel owners can apply to join the monetisation programme once they meet specified targets of subscribers and view hours.

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