For many years, the idea of earning a living online was simple: create content, grow an audience, and be blessed by the algorithm. Making money online was possible, and for a while it looked too easy. In reality, it was still hard work, but getting there could happen if you put in the time and effort.
Now, everything seems to be changing, and fast. Across platforms, creators are facing stricter monetisation rules. This can be seen in falling payouts, and an increased risk of demonetisation.
I noticed it firsthand when Medium slashed writer earnings from the beginning of 2025, and they haven’t recovered. They had problems from late 2024, and the new year began with lower earnings and a purge of writers who were not all that they seemed. AI writing might have had something to do with it.
Meanwhile, creators at Facebook have recently reported and complained about much-reduced payouts.
But the big change seems to be what is happening at YouTube.
So, what’s going on?
Most days in my YouTube recommendations, I will see videos from creators who have been demonetised or banned. Others report lower views and payments. Some say that payments have fallen, although view count is the same.
YouTube has tightened its policies around AI and the use of “reused” content. They are cracking down on “inauthentic” content. In recent months, the platform has stepped up action against AI-generated content that has little input from the creator.
Videos that are:
- Inauthentic
- Repetitive or produced from templates.
- Mass-produced.
- Reusing content without making significant changes.
- Or 100% AI.
All are being targeted and removed when found.
Content that falls into these categories is increasingly being demonetised, with channels being removed from the Partner Program entirely.
But is it just about the use of AI?
Some who have been banned claim that they are not using AI at all to create their videos. But even on appeal, they remain banned. And many very popular AI-produced video channels with millions of views have been demonetised and banned.
Is it a ban on AI?
