Making Money on YouTube? Here’s How Much You Can Earn, According to an Expert
Over Half of Gen Z Wants to Become Influencers or Content Creators
Zdjęcie: Pexels
YouTube, where the first video was published 20 years ago, is not only a media giant worth $180 billion today but also a pillar of the creator economy. According to research by Morning Consult, more than half of Generation Z wants to become influencers or content creators. So, what does making money on YouTube look like in 2025?
- According to expert Łukasz Skalik, the key metric for success on YouTube is watch time, not the number of views.
- Channels with specialized topics and loyal audiences can earn more than popular influencers.
- Monetizing a YouTube channel takes time - success is primarily achieved by hardworking and persistent individuals.
Influencer or Content Creator?
Although the terms "influencer" and "content creator" are often used interchangeably, the differences are crucial. As Łukasz Skalik, owner of Video Brothers (a YouTube-certified agency representing Polish and international channels), explains:
"An influencer builds their presence primarily on recognition, while a content creator focuses on a specific niche and establishes trust as an expert in their field. For the algorithm and advertisers, these are entirely different qualities - one grabs attention, the other keeps it for longer."
It’s the latter type of creator that can expect higher earnings, more stable revenue, and a longer-lasting presence in the industry.
What Really Drives Earnings?
"The biggest misconception is the belief that views generate revenue," emphasizes Skalik. In reality, the key metric for YouTube’s algorithm is watch time - the total duration users spend watching a video. Content that keeps viewers engaged for longer is rewarded both in search rankings and the ad system.
Advertisers pay significantly more to reach a precisely targeted audience. For example, a car-focused channel attracts automotive enthusiasts, so ads for tires or engine oil will directly reach potential customers. This context-based targeting precision, which the algorithm must recognize, holds immense value for advertisers.
This is why channels with smaller but highly specialized audiences can earn far more than popular influencers. "A creator who produces 40-minute geopolitical analyses will often earn much more than an influencer posting short three-minute clips - even if the latter has significantly more views or subscribers," explains Skalik.
In his view, no other platform has such an advanced ad revenue-sharing system for creators. YouTube is also the only fully automated platform, offering a level playing field for everyone. "You just need 1,000 subscribers, and 4,000 watch hours in the past 12 months to qualify for monetization.”
Beyond AdSense: Additional Revenue Streams
Aside from AdSense (Google’s ad system that shares revenue with YouTube creators), professional content creators can earn money through:
- Product placements – Direct brand deals paying for exposure in videos
- Multi-platform distribution – Publishing content on other AVOD (ad-supported) platforms like Player, CDA, or Facebook
- Crowdfunding – Fan support via services like Zrzutka.pl, Patronite, or BuyCoffee
- Paywall content – Offering exclusive access to unpublished material through paid subscriptions (one-time or recurring)
- Offline ventures – Paid appearances at events, training sessions, sports (e.g., Fame MMA), or music (concerts)
- Merchandising – Selling branded products tied to the channel
However, Skalik notes that merchandising is losing value. Few people are interested in low-quality T-shirts or mugs with a creator’s slogan, and the production and distribution costs make it increasingly less profitable.
How Much Can You Really Earn as a Content Creator?
For many aspiring creators, YouTube appears to be a shortcut to quick fame and fortune. However, the reality is far more complex.
"There’s absolutely no way to plan a YouTube career using some magical formula and expect to hit a million subscribers within a year. I don’t know anyone who invested in a YouTube channel, immediately steered their career according to a set plan, and quit all other ventures in the process. But I do know many who lost a lot by treating the platform as a guaranteed-return investment," warns the expert.
Some creators do achieve impressive earnings. For instance, Krzysztof Stanowski’s "Kanał Zero" made 1 million PLN from Google ads alone in just 28 days - not including any sponsorship deals. However, such cases are exceptions, not the rule.
"Stanowski built his personal brand over years. He’s a creator forged by the internet, having dedicated enormous time and resources to it," emphasizes Łukasz Skalik.
EARNINGS FROM ADSENSE FOR POLISH YOUTUBE CHANNELS
PERIOD: APRIL 2025
| Channel Type *1* | Earnings per 1,000 views (PLN) | Earnings per 10,000 views (PLN) | Earnings per 100,000 views (PLN) | Earnings per 1,000,000 views (PLN) |
| Beauty/Fashion | 20-24 PLN | 200-240 PLN | 2,000-3,000 PLN | 20,000-24,000 PLN |
| Influencer (Investing) | 0.3-0.9 PLN | 1-8 PLN | 30-90 PLN | 100-800 PLN |
| History and World Thought | 17-21 PLN | 170-210 PLN | 1,700-3,100 PLN | 17,000-21,000 PLN |
| Stand-up Comedy | 20-25 PLN | 200-250 PLN | 2,000-3,500 PLN | 20,000-25,000 PLN |
| Long-form Interviews | 22-30 PLN | 220-300 PLN | 2,000-3,000 PLN | 22,000-30,000 PLN |
| Home/Garden | 14-30 PLN | 140-300 PLN | 1,400-3,500 PLN | 14,000-35,000 PLN |
| Education | 18-31 PLN | 180-310 PLN | 1,800-3,500 PLN | 18,000-31,000 PLN |
| International Travel | 20-23 PLN | 200-230 PLN | 2,000-3,500 PLN | 20,000-23,000 PLN |
| Full-Length Movies | 28-32 PLN | 280-350 PLN | 2,800-3,500 PLN | 28,000-35,000 PLN |
| Local News | 19-31 PLN | 190-310 PLN | 1,900-3,100 PLN | 19,000-31,000 PLN |
| Automotive | 18-20 PLN | 180-200 PLN | 1,800-2,000 PLN | 18,000-20,000 PLN |
| Commentary | 17-19 PLN | 170-190 PLN | 1,700-1,900 PLN | 17,000-19,000 PLN |
| Technology | 8-10 PLN | 80-100 PLN | 800-1,000 PLN | 8,000-10,000 PLN |
| Adult Content | 11-12 PLN | 110-120 PLN | 1,100-1,200 PLN | 11,000-12,000 PLN |
| Culinary | 20-22 PLN | 200-220 PLN | 2,000-2,200 PLN | 20,000-22,000 PLN |
| Movie Reviews | 19-20 PLN | 190-200 PLN | 1,900-2,000 PLN | 19,000-20,000 PLN |
| Content for Kids | 3-5 PLN | 30-50 PLN | 300-500 PLN | 3,000-5,000 PLN |
| Viral Challenges | 10-12 PLN | 100-120 PLN | 1,000-1,200 PLN | 10,000-12,000 PLN |
| Music (Concerts) | 2-4 PLN | 20-40 PLN | 200-400 PLN | 2,000-4,000 PLN |
Source: Video Brothers MCN (“YouTube CMS”)
Earnings from Ads on Polish YouTube Channels in April 2025
Contrary to popular tales of overnight success, YouTube rewards those who play the long game. Behind the flashy thumbnails and view counters lies a complex financial ecosystem - one whose rules often elude aspiring creators.
"A channel generating 10 million views on kids' content (regulated under COPPA) might earn around 28,000–30,000 PLN. But the same traffic on a specialized niche channel could bring in a quarter of a million PLN in the same period. That’s an abyss of difference," explains the expert.
The Myth of Easy Money
Breaking through as a new creator is harder than ever. In popular categories, the barrier to entry is now sky-high.
"Turning on a camera and rambling spontaneously isn’t enough anymore. Audiences expect quality, and the competition is brutal. We’re living in an era of pop culture and content oversaturation," observes Skalik.
" Younger generations move on from their heroes quickly” he adds. "A grade-school kid moves on to high school in a few years, then college—but if their favorite creator keeps recycling the same act instead of evolving, they’ll lose them."
This natural cycle means influencer careers often flame out quickly, while niche experts grow audiences that mature with them: "Someone delivering real value stays credible. People will return, or new viewers will discover them. But creators stuck in a persona? They expire."
This Isn’t a Job for Everyone
Łukasz Skalik emphasizes that one must be aware of the path they’ve chosen. The world of social media operates by its own rules. "Authenticity is the most crucial element in building a community," he explains. "Internet users are a unique bunch. They don’t like arrogant people and can quickly sense fakeness. They want to watch someone who is original, credible, doesn’t pretend, and keeps their ego in check."
If someone has high-level, unique knowledge, they might succeed even without these traits. "But when competitors appear - not necessarily more knowledgeable but more engaging in terms of appearance, speech, or charisma - they’ll quickly replace their predecessors," he notes.
Nonconstructive criticism is another challenge one must learn to face. "Every channel has its own base of haters," the expert observes. "Unfortunately, even people with strong expertise often give up quickly when faced with hate. And I don’t blame them. Not everyone has thick skin against unjustified criticism. You need to have self-distance."
Creating content full-time is hard work. Even the best expert must not only produce content but also record, edit, promote, and manage distribution. Monetization only comes after many months of tedious effort.
According to Morning Consult data, 71% of creators describe their work as "full-time employment." As many as 69% admit they’ve experienced professional burnout.
Content Fatigue and the Paradox of Choice
Though YouTube was supposed to be an alternative to linear TV, more and more analyses suggest that these two media types are beginning to complement rather than compete with each other.
"When I transitioned from the world of TV to the internet as a young fan of online video, I naively predicted the quick demise of broadcast television. I forgot one thing - people are inherently lazy and don’t want to waste energy on decision-making. Studies show that the average streaming platform user spends over half their time choosing content rather than watching it."
This phenomenon means that TV, which relieves viewers of the need to decide what and when to watch, paradoxically becomes an advantage in an era of overwhelming choice. The same happens on YouTube - viewers return to trusted channels rather than seeking new ones. For creators, this means that building a loyal community may be more important than constantly chasing new viewers. YouTube isn’t a space for quick success; it’s a platform for the persistent.
Dział: Kraj
Autor:
Zuzanna Staszewska | Tłumaczenie Alicja Flaga - praktykantka fundacji: https://fundacjaglosmlodych.org/praktyki/
Udostępnij
