YouTube has introduced a new feature that allows viewers to support creators during vertical livestreams in an attempt to compete with TikTok. The goal of the Jewels and Gifts feature on YouTube Shorts is to boost real-time interaction between content creators and their viewers. On September 18, 2024, YouTube revealed Jewels during its “Made on YouTube” event.
Sending jewels to support creators
Like the gift system that TikTok introduced in 2019, YouTube’s Jewels provide viewers an additional option to send virtual gifts during livestreams.
Michael Beckman, director of product for data and creator payments at YouTube, shared insights on the program’s goal:
“We believe that Jewels can unlock deeper and more fun engagement between YouTube creators and their fans. Viewers can use the Jewels they purchase to seamlessly engage with creators and send playful animations.”
This feature relies on the success of a similar TikTok campaign where gifts range in price from a penny to $210. Jewels are designed to improve the fan experience and provide creators with a new cash stream. They range in price from $0.99 to $49.99.
Growing fan funding on YouTube
YouTube is no stranger to fan-funded features, and the platform has seen significant growth in this area. According to the company, “tens of thousands of channels have more than doubled their earnings from Fan Funding year over year,” and creator revenue from livestreams has grown by over 20% annually in the United States.
Potential expansion of the feature
While YouTube has currently limited Jewels to vertical livestreams, there is potential for the program to expand to other formats in the future. As YouTube continues to roll out this feature across the United States, fans and creators alike seem eager to see how this addition will enhance the platform’s live streaming experience.
As Beckman put it, “When creators and the community react to these gifts, it unlocks a new level of connection between creators and their fans.”
