Zarta raises $5.7 million to build a “micro pay-per-view” video platform for creators

What if the future of online video monetization doesn’t involve ads or subscriptions?

That question has led Luba Yudasina (pictured above) to develop Zarta, which operates on a “micro pay-per-view” model. The nascent video platform is supported by a $5.7 million seed round, which includes participation from Andreessen Horowitz, Endeavor, AirAngels, Dragonfly Capital, and others.

Zarta has a lot in common with Patreon: Both platforms offer creators the ability to put exclusive videos behind paywalls. Their fans can then check out free previews before deciding whether to pony up for the full-length clip. But Patreon subscriptions can get expensive fast, and the company has scaled back its creator partnerships team.

On the other hand, Zarta is a creator-led company with reasonable rates for viewers. The platform’s homepage states that its paywalled content can be unlocked for the price of ten cents per video. TechCrunch noted that the content available during Zarta’s limited alpha phase costs “less than $1.” A wider rollout is planned for later this year.

Yudasina, a former Airbnb engineer, has achieved a modest YouTube following on her Life of Luba channel, which catalogs her experiences in the tech world. Her background has given her an inside look at the monetization troubles that plague many professional creators.

“We’re

allowing fans to directly support the creators they love and gain access to content that provides real value to them, while offering creators a new way to generate revenue through this direct support,” Yudasina said in a statement. “Creators have been frustrated with the lack of frictionless monetization and transparent policies on major platforms. In the future, we believe good content from creators will not be solely supported by ads or subscriptions. Zarta was founded to enable and accelerate this transformation.”

Zarta’s founder recently returned to her YouTube channel to ruminate on her place in the creator economy. She spoke about creators who have inspired her — including Joma Tech, Marina Mogilko, and Jarvis Johnson — while also hinting at her plan to build a product that will alleviate some influencer frustrations. “As far as I go,” Yudasina said, “I want to be elevating creators and helping them achieve their dreams to their full potential.”

Channels that are currently trying out Zarta include Epoch Philosophy and The Credit Brothers. The platform offers a favorable revenue split, with Zarta taking just 25% of the revenue (the rest goes to the creators themselves.) According to TechCrunch, Zarta plans to increase the cut it pays out to partners in the future.