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# YouTube raises ad revenue-sharing bar as brand deals surge
- URL: https://fabric-media.ghost.io/youtube-raises-ad-revenue-sharing-bar-as-brand-deals-surge/
- Published: 2026-08-26T18:20:33.000Z
- Updated: 2026-09-01T21:35:41.000Z
- Description: Brands are pouring record money into YouTube creator partnerships. But YouTube is raising the bar creators must clear to share in ad revenue, per Ad Age.
- Author: Fabric.Media Editorial
- Tags: Creators, Gillian Follett

**Why it matters.** Smaller creators lose a share of ad revenue just as brand-deal income becomes more important to their earnings mix.

*Signal from* [*adage.com*](https://adage.com/?ref=fabric-media.ghost.io) *·* [*Gillian Follett*](https://fabric-media.ghost.io/tag/by-gillian-follett/) *·* [*read the original*](https://adage.com/influencers-creators/aa-youtube-monetization-brand-deals-opportunities/?ref=fabric-media.ghost.io)*.*