The re-grouping of content on YouTube continues apace, upending the playing field for some content creators and raising concerns about content discovery amid the platform\u2019s \u201ctunneling effect,\u201d says iCrossing\u2019s Jeff Ratner.<\/p>\n
\u201cI think YouTube is creating their own stratification of their content. Obviously, they took to heart a lot of the brand safety challenges of last year, became more the content cop,\u201d Ratner observes in this interview with Beet.TV. at the Digital Content NewFronts<\/a> 2018.<\/p>\n Using both technology and human intervention, YouTube has been \u201ccreating tiers of content and adding in that brand safety layer. I think it\u2019s still sitting on their roots in their ability to create stars out of individual content publishers and each of those guys developing their own channels and their own brands.\u201d<\/p>\n Whether monetization for content creators on YouTube is an opportunity as opposed to a right is a matter of much debate. Either way, YouTube\u2019s changing policies \u201cpushed a lot of these guys kind of out of the business and out of the space,\u201d says Ratner<\/a>. \u201cSo I think there has been a leveling up of this sponsorable content within YouTube.\u201d<\/p>\n