Youtube normally shares its ad revenue with content creators through its partnership scheme and to be eligible to receive money from YouTube, creators must have 4,000 hours worth of views in a year and at least 1,000 subscribers.

However, ads will now be placed in videos from creators who are not apart of the partnership scheme after the video sharing site updated their terms and conditions. Youtube has a premium ad free service at a price point of £11.99 with some suggesting that this change to policy is simply a ploy to convert free users into paying ones.

Globally the plan will be introduced in 2021 however the change in policy has already come into effect in the US.