Kenyans, particularly those in the digital economy, have been put on high alert after YouTube announced a huge change in its monetization rules, starting July 2025.
New guidelines under the YouTube Partner Programme (YPP) are set to take effect from July 15, 2025, and will focus more on original and authentic content.
The core requirements for monetization of content on the video-sharing platform remain the same: one needs to have at least 1,000 subscribers and either 4,000 valid public watch hours in the last 12 months or 10 million Shorts views in the past 90 days.
However, YouTube is now clamping down on what the platform has described as 'low-effort' or 'inauthentic' content. For Kenyan creators, these changes could affect them directly.
“In order to monetise as part of the YouTube Partner Program (YPP), YouTube has always required creators to upload 'original' and 'authentic' content," a statement from YouTube's official support page read.
"On July 15, 2025, YouTube is updating its guidelines to better identify mass-produced and repetitious content. This update better reflects what 'inauthentic' content looks like today.”
Content that is set to be flagged for potential demonetisation following the updated rules includes AI-generated videos with robot voices, recycled compilations, fake trailers, and reaction videos that do not add value.
In other words, content creators whose videos mainly rely on already-existing clips repackaged with an AI-generated voice-over are likely to stop earning from the platform from July 15.
According to YouTube, the new policy aims to reward creators who put more thought and analysis into their content while also trying to educate and entertain the audience using a unique element in their niche.
If one's content revolves around utilising already uploaded content, YouTube will now require the creator to offer something new to the content through their own voice or opinion or by adding a creative twist. Even then, there is no guarantee that this kind of content will meet the monetisation threshold.
The best bet for Kenyan creators, as it stands, is simply filming their own unique content with their own voice. This content will almost certainly get monetised by the platform.
Part of the reason YouTube has decided to clamp down on repetitive content is because of a need to protect its brand, since advertisers have started to prioritise quality over the quantity of videos on the platform.
Unfortunately, channels that do not meet the new authenticity bar could have their monetisation turned off, most likely without any notice.
Amid the policy shift, the silver lining is the fact that Kenyan creators who practice original content, mostly through comedy skits, have the chance to see their content get prioritised by YouTube.
