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Illustration: Rebecca Zisser/Axios

YouTube, the Google-owned video platform that gave rise to dozens of famous video stars, is now facing pushback from the very community that it has worked to build over the past decade.

Why it matters: YouTube's creator backlash is occurring as other user-generated video platforms begin to emerge as creators' favorites — most notably, Chinese-owned karaoke-style video app TikTok.

Driving the news: The "YouTubers Union," a self-proclaimed movement that "fights for the rights of YouTube creators and users," is teaming up with Germany's largest union (and Europe's largest industrial union) to launch a joint campaign targeting YouTube, Vice News reports.

  • The campaign, called "FairTube," seeks to hold YouTube accountable for the changes the platform has made to video monetization and distribution.
  • The campaign says on its website that it asked YouTube to enter into negotiations with it on July 26, and it has given YouTube an apparent negotiation deadline of Aug. 23.

Between the lines: The news comes amid reports that creators ditched YouTube at this year's annual VidCon video creator conference for YouTube's new video rival, TikTok, which is owned by the Chinese company ByteDance.

  • According to a report from BuzzFeed News, creators complained about YouTube’s lack of institutional support, while marketers and brand managers "seemed excited about what a YouTube-less future might look like."

Yes, but: YouTube has defended policies that it thought would benefit creators in the past.

  • Earlier this month, the company made changes to the way creators can file copyright claims to make them easer to manage, The Verge reports.
  • Earlier this year, YouTube led an aggressive consumer-facing lobbying campaign to fight the European Union's new Copyright Directive.
  • Ahead of VidCon, it added more ways for video creators to make money, while many of its competitors, including Facebook and Snapchat, also introduced new tools for creators to make more money and gain more traction.

The big picture: YouTube is still one of the largest and most lucrative ad platforms in the world, and many creators earn a lot more money there than on some of the smaller or newer video platforms.

  • According to a new study by Pew Research Center, a little over 40,000 high-subscriber YouTube channels produced nearly a quarter-million videos on YouTube in just the first week of 2019. Together, their videos were viewed more than 14.2 billion times in their first 7 days on the platform.
  • While YouTube's parent Google doesn't specify how much revenue YouTube makes, estimates put its annual revenue at anywhere between $16 billion to $25 billion.

The bottom line: Some creators may be unhappy with the way YouTube sets and changes policies on its platform, but this new backlash isn't likely to slow the video giant's overall momentum.

Go deeper

2 hours ago - World

Putin warns the West as Russian police detain almost 1,800 Navalny protesters

Opposition supporters attend a rally in support of jailed Kremlin critic Alexei Navalny, in central Moscow, Russia, on Wednesday. Photo: Kirill Kudryavtsev/AFP via Getty Images

Security forces detained at least 1,770 supporters of the jailed, hunger-striking Kremlin critic Alexei Navalny amid protests across Russia Wednesday, according to the independent monitoring group OVD-Info.

The big picture: At least 30 protesters were arrested in Moscow, 805 in St. Petersburg and 119 in the Urals city of Ufa, among dozens of other cities, the group estimates.

Updated 3 hours ago - World

India sets COVID daily case world record

People filing the oxygen cylinders for housed patients at Shaheen Bagh in New Delhi, India, on Tuesday. Photo: Sonu Mehta/Hindustan Times via Getty Images

India's health ministry confirmed 314,835 new COVID-19 cases on Thursday, taking the total tally to nearly 16 million infections.

Why it matters: It's the highest number of coronavirus cases reported in a single day anywhere in the world, eclipsing the previous record of 307,581 cases set in the U.S. on Jan. 8, AP notes.

North Carolina Sheriff's deputy fatally shoots Black man

A Black man was fatally shot by a North Carolina sheriff's deputy in Elizabeth City, northeast of Raleigh, on Wednesday, igniting protests in the local community.

Details: Pasquotank County Sheriff Tommy Wooten said at a news briefing the State Bureau of Investigation was investigating the shooting of Andrew Brown Jr., which happened about 8:30 a.m as deputies were serving a search warrant.

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