YouTube, the largest online video sharing platform, has decided to show adverts on more videos without necessarily paying all the video-maker a cut.
As per the prevailing policy, the company shares ad revenue with video-makers who are enrolled in its partnership scheme, when it shows ads before or during their content.
But YouTube says it will start putting ads on some videos from channels that are not part of its partnership scheme, reports BBC.
Changes to its terms of service mean YouTube will not share the revenue from those ads with the video-makers.
It could also mean viewers see a higher number of adverts across the site.
The YouTube Partner Program (YPP) gives creators greater access to YouTube resources and features like direct access to our Creator Support team. It also enables revenue sharing from ads being served on content..
It is something that has to be applied for, and is only available to channels that have more than 1,000 subscribers and have clocked up 4,000 hours of people watching in a year.
YouTube said channels not in the programme would not "receive a share of the revenue from these ads" though the makers would have the opportunity to apply for YPP as normal if they met the eligibility requirements.