Shemaroo: No movement in YouTube Shorts monetization
Media company Shemaroo reports that monetization of YouTube's short-form video feature, Shorts, has seen little progress, echoing industry-wide concerns and new platform requirements.
Indian media and entertainment firm Shemaroo has stated that monetization of YouTube Shorts has seen minimal advancement. Arghya Chakravarty, the company's Chief Operating Officer, voiced this concern during Shemaroo's Q1 FY27 earnings call on July 24. He indicated that the revenue-generating potential of Shorts has not developed as anticipated.
"In terms of monetization, there has been no movement. Monetization is still not happening to the extent that one had assumed. The needle has nearly not moved," Chakravarty commented in response to an analyst's question regarding YouTube's revenue policies. He added that the company's focus has shifted to increasing consumption on Connected TV platforms, which offer significantly better monetization opportunities.
This sentiment reflects broader industry trends. Tips Music, another Indian entity, has also sought revenue sharing for YouTube Shorts content. Reports from January 2026 indicated Tips Music's intention to transition from fixed fees to revenue sharing for Shorts in the medium to long term.
Recent changes to YouTube's Shorts monetization policy, effective February 1, 2027, will require channels to achieve 10 million qualified Shorts views in the last 90 days to be eligible for ad and subscription revenue sharing. Otherwise, revenue can only be earned from long-form content.
Shemaroo remains cautious about the micro-drama segment due to monetization uncertainties, despite its growth. CEO Hiren Gada also noted a global decline in the Free Ad-supported Streaming TV (FAST) ecosystem over the past 12-18 months, leading Shemaroo to reduce its FAST channel offerings. Despite these challenges, the company anticipates its OTT platform will achieve break-even within the next two years.