https://finance.yahoo.com/news/youtube-pushes-memberships-merchandise-alternatives-235209807.html

Some video makers saw earnings fall last year when YouTube placated advertisers by restricting where commercials appear. New tools such as memberships and expanded merchandise sales should give video producers more control over their businesses, said Rohit Dhawan, senior director of product management at YouTube.

Dhawan declined to quantify the investment into what YouTube calls "alternative monetization." But he said that YouTube is keeping $1.50 each month out of every $5 membership to justify resources involved.