Even though YouTube has long become a multi-million-dollar business, individual creators can sometimes still end up struggling when they rely only on the built-in ad revenue (SnazzyLab's Quinn Nelson has a great explanation on this, if you have an hour to spare). Google sees these problems and is looking for ways to help YouTubers diversify their income. At VidCon, the company announced that it adds multiple tiers of Channel Memberships, extends Super Chat with purchasable stickers, and adds new native merchandise options.
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