If you’ve ever spent a head on the TikTok network, then you may have been sucked into a stream broadcast “live“. During these, creators can communicate directly with their subscribers, while the latter can obviously send messages in text format, but also… virtual gifts. This generally results in broadcasts on which stickers, filters, and all kinds of virtual objects are superimposed. This system of Live Gifting is very popular on the Chinese platform, with some creators having become real experts in the field, collecting some precious money in the process.
YouTube takes inspiration (again) from TikTok
And it must be admitted that TikTok’s functionality has proven to be successful, with the platform reaching several billion dollars in digital spending in 2023. However, many believe that the system encourages excessive spending, particularly among younger viewers, delighted to offer “gifts” to their idols.
Nothing to discourage Google therefore, which has just formalized the launch of an absolutely similar functionality. At TikTok, you buy Coins to give gifts to creators, who receive Diamonds to convert into real currency.
On YouTube, it’s totally (not) different. Indeed, we will be able to acquire Jewels, which will be used to offer virtual gifts, while the creators will accumulate Rubies, to be converted again into real money.
Jewels are digital items that viewers can purchase in bundles to send various gifts to eligible creators’ vertical live streams. Gifts take the form of fun animations displayed on screen, to show appreciation in real time to a live stream. This allows a new form of real-time engagement between spectators and the creator, and for the latter, to further extend the possibilities of remuneration. A practice that is also found on Twitch.
On YouTube, when viewers use Jewels to send gifts, creators earn Rubies, which represent their winnings. In terms of conversion, 1 Ruby is equivalent to 1 cent. In other words, for 100 Rubies received, the Creator can recover 1 dollar. Unlike Super Stickers, gifts sent through Jewels appear directly on the live stream, and not in the chat window.
Please note that this functionality currently remains reserved for certain American creators only. Likewise, the feature is only available for vertical live broadcasts, to make them more interactive for a 100% mobile audience.
