More, shorter, newer? How monetization reshapes creator strategy on YouTube Shorts

Abstract

Purpose This study examines the causal impact of YouTube Shorts' ad-revenue sharing policy on creator production strategies in the short-form video creator economy. Design/methodology/approach Using 36,507 videos from 342 top global channels, we employ a regression discontinuity in time design. Computer vision techniques measure four attributes of each creator's production strategy: output volume, video length, editing pace, and content novelty. Findings The policy drove an immediate reduction in video length without expanding output volume, consistent with substitution toward cheaper per-unit configurations rather than output scaling. Entertainment creators shortened their videos most sharply, while informative creators slowed their editing pace to preserve comprehension. Long-type creators pursued per-unit cost reduction, while short-type creators invested in content novelty. Research limitations/implications The sample covers top-tier global channels, so emerging creators may respond differently. The findings show that the quantity-expansion result from low-marginal-cost user-generated content settings does not extend to high-marginal-cost production, where incentives reallocate effort within existing output rather than expand it. Practical implications A uniform monetization policy does not produce uniform outcomes. Incentive design should anticipate that creators adjust different production attributes depending on their content goals and capabilities. Originality/value This study provides causal evidence that performance-contingent monetization reshapes production strategy in a high-cost video production context and that one platform-wide policy generates different responses across creator types.