YouTube is arguably one of the most popular platforms, with over 2 billion monthly active users. Today, YouTube is not only a platform used for entertainment, but also for serious journalism. The question is how such videos can be financed.
To celebrate c’t 3003’s 100th video (or 103rd video to be precise), an exclusive behind-the-scenes look was released to provide insights into how the channel is financed. The video discusses how the editors make money, how tech journalism and YouTube work together, and how c’t 3003 earns revenue.
Many YouTube viewers are concerned about influencer marketing and often question whether a positive product review is sponsored content. The video aims to explain to viewers how the channel is financed transparently. The video also clarifies that YouTubers can enable advertisements before, after, or in the middle of videos, which can be skipped by viewers.
The video shows that YouTube advertisements cannot sustain the channel on their own. With over 70,000 views, the monetized video only earned €250.21 in 10 months. Thus, other means of earning revenue have been implemented. C’t 3003 does not do merchandising or have many affiliate links, but they rely on sponsorships.
A sponsorship is a 30-second advertising block that comes after the intro. Since the sponsor pays for the promotion, the ads are “native” in that someone from the editorial team speaks or presents the advertising. C’t 3003 uses a pricing list of €4500 for a 30-second sponsorship block. This model ensures that the editorial team has no influence on the advertiser’s content, and the advertising team works independently.
While sponsorship may seem like a violation of journalistic ethics, the video explains that the system is transparent. The sponsored content is identified, and the editorial team does not influence its content. The money earned from sponsorships is separate from editorial salaries, which are paid according to industry tariffs.
The video explains that the revenue models of the past, such as print ads, are no longer sustainable. C’t 3003 has had to develop alternative methods of financing to keep up with the evolving media world. While c’t Magazin has been around for 40 years, the publication has had to adjust to changing times.
In conclusion, the c’t 3003 video offers valuable insights into how to finance content not only on YouTube but across various media platforms. The video highlights that transparency and independence are essential, and new methods of financing have to be explored in the ever-changing media world.