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Now, channels will need to have at least 1,000 subscribers, and 4,000 hours of watch time within the past 12 months - on top of the 10,000 views - to become eligible for ads on their content. According to the platform, the change will allow for fewer competition amongst creators applying to have their content monetized, as the rules are created to restrict the number of those eligible for advertising on their channel. (Previously, the only requirement was that a channel reach 10,000 viewers.) Existing channels will become subject to the same new set of Partner Program requirements on February 20.

"Using these thresholds we will be able to better understand what users are making a positive contribution to the development of our community and help them earn advertising more", - say representatives of the company.

The changes to YouTube will be introduced immediately, with a new "three-tier suitability system" coming into effect in the next few months.

The videos being targeted are ones Google packages to advertisers as "preferred" content. In response, YouTube announced on January 10 that Paul would be removed from Google Preferred and all his YouTube Red projects were put on hold indefinitely.

Prior to being reviewed manually by YouTube, these videos will not serve ads though they will still generate subscription revenue through YouTube Red. These manual reviews are expected to be completed by mid-February in the USA, and by the end of March in all other markets where Google Preferred is offered. The recent removal of creator Logan Paul from the Google Preferred program following his posting of a video showing a suicide victim is just the most recent example of how YouTube is dominating the broader conversation around digital content quality.

In late December, CEO Susan Wojcicki acknowledged in a pair of blog posts that YouTube needed to make changes to how it monitored content on its platform. YouTube responded by removing Paul from Google Preferred and putting all of his original projects on hold. Google is also now in beta with Integral Ad Science to create a third-party brand safety reporting tool for YouTube.

The Google-owned video sharing platform has put in place stricter requirements for which channels can run ads on its platform. "But we know that we need to make more efforts to make sure that their value and ads match", YouTube said.