YouTube Introduces Gifts Feature for Vertical Livestreams to Compete with TikTok

YouTube has aimed to compete with TikTok’s successful live-streaming gift features by unveiling a fresh method for supporting YouTube Shorts streamers.

Since its introduction in 2019, TikTok’s gifts program has provided fans worldwide with a straightforward way to back their favorite creators.

With over 100 TikTok gifts available, priced from just one cent to an incredible $210, these gifts are a key monetization avenue for creators on the platform.

On September 18, 2024, YouTube announced at its Made On YouTube event that it is launching Jewels and Gifts, which are digital items designed to “enhance real-time fan engagement.”

The company indicated that these features will initially be available for vertical live streams, suggesting that there may be future expansions to other video formats.

YouTube gifts powered by jewels description — YouTube

Further details about the program have yet to be revealed, so we’ll have to wait and see the pricing for these gifts once they are launched for users in the near future.

In the meantime, YouTube shared an interview with Michael Beckman, Director of Product for Data and Creator Payments, who is leading this initiative. In the interview, he explained the rationale behind the launch of Jewels.

“We believe that Jewels can unlock deeper and more enjoyable engagement between YouTube creators and their fans. Viewers can utilize the Jewels they purchase to interact seamlessly with creators and send animated expressions during vertical live streams,” he stated.

“When creators and the community respond to these gifts, it fosters a new level of connection between creators and their audiences. I am thrilled to be developing the platform that will facilitate this exciting and engaging experience on YouTube.”

This announcement comes just seven months after YouTube rolled out its vertical live stream feature within YouTube Shorts. Now, creators can broadcast to both vertical and horizontal video players simultaneously, enhancing their viewership in the process.

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