YouTube

=== Revenue to copyright holders ===
The majority of YouTube's advertising revenue goes to the publishers and video producers who hold the rights to their videos; the company retains 45% of the ad revenue.<ref>Garett Sloane, [https://adage.com/article/digital/youtube-ad-revenue-disclosed-google-first-time-topped-15-billion-2019/2233811 YouTube Ad Revenue, disclosed by Google for the first time, topped $15 billion in 2019], ''Advertising Age'' (February 3, 2020).</ref> In 2010, it was reported that nearly a third of the videos with advertisements were uploaded without permission of the copyright holders. YouTube gives an option for copyright holders to locate and remove their videos or to have them continue running for revenue.<ref>{{cite news |first=Claire Cain |last=Miller |title=YouTube Ads Turn Videos into Revenue |url=https://www.nytimes.com/2010/09/03/technology/03youtube.html |newspaper=The New York Times |date=September 2, 2010 |access-date=March 26, 2017 |id={{ProQuest|1461135701}}}}</ref> In May 2013, [[Nintendo]] began enforcing its copyright ownership and claiming the advertising revenue from video creators who posted screenshots of its games.<ref>{{cite web |first=Keza |last=MacDonald |title=Nintendo enforces copyright on YouTube Let's Plays |url=https://www.ign.com/articles/2013/05/16/nintendo-enforces-copyright-on-youtube-lets-plays |website=[[IGN]] |publisher=[[j2 Global]] |date=May 16, 2013 |access-date=March 26, 2017}}</ref> In February 2015, Nintendo agreed to share the revenue with the video creators through the Nintendo Creators Program.<ref>{{cite web |first=Paul |last=Tassi |title=Nintendo Updates Their Bad YouTube Policies By Making Them Worse |url=https://www.forbes.com/sites/insertcoin/2015/02/06/nintendo-updates-their-bad-youtube-policies-by-making-them-worse/ |website=[[Forbes]] |date=February 6, 2015 |access-date=March 26, 2017}}</ref><ref>{{cite web |first=Eric |last=Johnson |title=Nintendo Wants YouTubers to Pretend Its Competitors' Games Don't Exist |url=https://www.recode.net/2015/2/4/11558648/nintendo-wants-youtubers-to-pretend-its-competitors-games-dont-exist |website=[[Recode]]  |date=February 4, 2015 |access-date=March 25, 2017}}</ref><ref>{{cite web |first=Patricia |last=Hernandez |title=Nintendo's YouTube Plan Is Already Being Panned By YouTubers [Update] |url=https://kotaku.com/nintendos-youtube-plan-is-already-being-panned-by-youtu-1682527904 |website=[[Kotaku]] |publisher=[[Univision Communications]] |date=January 29, 2015 |access-date=March 26, 2017}}</ref> On March 20, 2019, Nintendo announced on Twitter that the company will end the Creators program. Operations for the program ceased on March 20, 2019.<ref>{{cite web |last=Plunkett |first=Luke |date=November 28, 2018 |title=Nintendo's Controversial Creators Program Is Shutting Down |url=https://kotaku.com/nintendos-controversial-creators-program-is-shutting-do-1830728813 |access-date=October 20, 2021 |website=Kotaku |language=en-us}}</ref><ref>{{cite web |last=Kent |first=Emma |date=November 29, 2018 |title=Nintendo scraps controversial Creators Program, making life easier for YouTubers |url=https://www.eurogamer.net/articles/2018-11-29-nintendo-scraps-creators-program-making-life-much-easier-for-youtubers |access-date=October 20, 2021 |website=Eurogamer |language=en}}</ref>