In January 2020, YouTube employees published new rules for children’s content on the platform – the company banned the addition of targeted advertising to videos, and also stopped adding content from this segment to the “Recommendations” section. According to representatives of Soyuzmultfilm, due to the new rules, the state film studio lost about 30-40 million rubles in profit in less than a year.
Yuliana Slashcheva, chairman of the board of the film studio, told this information publication of RBC. It should be noted that this is approximately half of all Soyuzmultfilm’s revenue from the YouTube platform.
In addition, the film company’s projects suffered significantly in terms of views – about 40% of the audience, according to Slashcheva, came from the “Recommendations” section, while after the exclusion of children’s content from this section, views fell sharply. In this regard, representatives of Soyuzmultfilm decided to transfer the classic collection of domestic cartoons from YouTube to Premier, while these projects are officially no longer available on the Google platform. Moreover, following the cult cartoons, the film company decided to partially remove the modern collection from YouTube.
In addition to the drop in revenue and the decrease in the audience, the representative of Soyuzmultfilm also notes an additional reason for the transition to other platforms – illegal content that is not blocked in any way. On YouTube, according to Slashcheva, there are many videos uploaded by users who are not the copyright holders of the cartoon series. This, of course, also hits the views. At the moment, the content of the film company is available on Premier, Okko and KinoPoisk HD in both paid and free formats. Unfortunately, there is no information on a possible return of this content to YouTube.
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