YouTube says it will send notifications based on factors such as overall platform presence, subscriber count, and whether the channel is active. Claiming a handle may also be the impetus needed for creators who aren’t on YouTube to join or maintain their account — users typically need 100 or more subscribers to create a custom URL.
The addition of handles brings YouTube closer to TikTok, just as the company increases its investment in Shorts. YouTube announced last month that Shorts would be monetized, allowing creators to keep 45 percent of ad revenue. Over the last few months, it’s also added updates like watermarks to Shorts reposted elsewhere and tools to use longer videos in short-form clips as it competes with TikTok.
