Shemaroo's COO Arghya Chakravarty says YouTube Shorts monetization has barely moved for them. This comes months before YouTube's new revenue-sharing model kicks in next February, creating a clear tension for creators. Indian media companies are still struggling to find predictable short-form video revenue.
How We Got Here
YouTube announced new Shorts monetization criteria this week, requiring channels to hit 10 million qualified views in 90 days by February 1, 2027. This follows Tips Music's January 2026 earnings call where they predicted a shift from fixed fees to a revenue-sharing model over the medium term.
The Numbers
- Shemaroo COO Arghya Chakravarty made the statement during the company's Q1 FY27 earnings call on July 24.
- Shemaroo CEO Hiren Gada noted their focus is on connected TV platforms, citing "significantly better monetization."
- YouTube's February 2027 policy will count "qualified Shorts views" as public Shorts watched past initial seconds from the Shorts feed.
- Shemaroo is cautious on micro-dramas, holding off on content acquisition due to ongoing monetization uncertainty.
- Shemaroo shrunk its Free Ad-supported Streaming TV (FAST) channels to two, observing 12-18 months of global degrowth in the segment.
What Happens Next
🇮🇳 Why This Matters for India
For Indian media houses and independent creators in Mumbai and Bengaluru, the slow Shorts monetization on YouTube means continued reliance on branded content or external platforms for revenue.
The Take
YouTube's move to revenue sharing on Shorts might prove insufficient; content houses will actively chase better CPMs on connected TV and other emerging platforms. Expect creators to diversify away from heavy Shorts investment if the needle doesn't move meaningfully by early 2027.
Source:
MediaNama ↗