YouTube Launches ‘On The Rise’ Initiative To Spotlight Nascent Channels Weekly

In a bid to highlight up-and-coming creators, YouTube is launching a stateside initiative within its (sometimes controversial) Trending tab dubbed On The Rise. Every week, YouTube will now highlight a total of four channels — two creators and two musicians — for a full day within the Trending tab via badges signifying that their channels are gaining traction.

Here’s how it looks:

YouTube explained in a blog post that it will determine its Creators on the Rise and Artists on the Rise channels using “a bunch of factors including viewcount, watchtime, and subscriber growth.” YouTube staffers will also be involved in the process, the company said. Any creator with over 1,000 subscribers is eligible to be featured.

YouTube said that it opted to launch On The Rise given that so many new stars are emerging on the platform, “with more than 1,000 creators crossing the 1,000 subscriber threshold every single day.”

YouTube also undoubtedly launched the initiative to give up-and-coming talent a boost by way of increased exposure on a platform that’s saturated with (at the very least) 400 hours worth of new content uploaded every minute. It’s a solid strategic move to encourage nascent talent to produce more content for the platform, especially in light of how some established YouTube vets have slowed down their output to pursue other entertainment opportunities,

For more details, check out YouTube’s blog post right here.