**4.6 Subscription threshold**

Some participants mentioned that they have not yet reached the subscription threshold required for monetization on YouTube. This threshold refers to the minimum number of subscribers and watch hours that creators need to achieve before they can start earning revenue from their content. The challenge lies in building a substantial subscriber base and generating enough watch hours to meet this threshold. Although this study aimed at establishing the challenges faced by filmmakers to monetize, some of the participants acknowledged that they had not fully utilized YouTube's monetization potential for their content, while the other decried their inability to meet the YouTube monetization subscription threshold. For example, they echoed the following:

## *Participant 1:*

*"Our YouTube channel is fairly new, just a little over 2 months and Botswana as a base has regional IP restriction to YouTube monetization."*

#### *Participant 2:*

*"YouTube needs to step back with its clickbait and engagement bias. They need to formulate a plan to just let everything be… No matter how little the money may be, they should pay for almost everything, from anything that has 10 views, 100 views to multi-million views. They should be able to pay for all this content because, at the end of the day, it's content that's on their platform that's making their platform being used by a lot of people."*

Regarding responses to research question 2, as outlined above, the distribution of participants' extracted themes is shown in **Figure 2**.

**Figure 2.** *Themes from research question 2 responses.*

Research question 3 aimed at identifying ways in which Botswana filmmakers overcome algorithmic bias and geo-restrictions to enhance the visibility and monetization potential of their film content going forward. Filmmakers suggested that to overcome algorithmic bias and geo-restrictions, there should be various strategies that would aid them in creating engaging and interesting content that captures the algorithm's interest and attracts viewers. By focusing on trending topics or creating content related to popular games, they hope to increase their visibility and monetization potential on YouTube. This suggests that participants were aware of the limitations on monetization in Botswana and may consider using South African accounts or leveraging the preference for certain countries to overcome these limitations. Below are the themes that emerged from the responses to this research question:

#### **4.7 Understanding algorithmic bias**

Botswana filmmakers are aware of YouTube's algorithmic bias and its impact on content visibility and monetization. They recognize the need to understand the algorithms and strategies that can help them take advantage of them. By creating interesting and engaging content that aligns with the algorithm's interests, such as showcasing new features in games or producing high-quality films, they aim to attract the algorithm's attention and increase their visibility on the platform. One participant responded:

*"We understand that we have to put up interesting content that picks the algorithm's interest, e.g., as a gamer if you make a video about a new feature that is in a game* 

*Unlocking Monetization Potential in the Age of YouTube Algorithmic Bias: An Analysis… DOI: http://dx.doi.org/10.5772/intechopen.113306*

*that players do not know about yet, it attracts interest in gamers and gets picked by the algorithms looking at the trend and it automatically goes to the recommended section. So, we are working on strategies to take advantage of it"*

## **4.8 Leveraging trending topics**

Filmmakers in Botswana understand the importance of staying up-to-date with trending topics and incorporating them into their content. By creating videos that align with popular trends or address current issues, they aim to increase the chances of their content being recommended by the algorithm and reaching a wider audience. For example, one participant responded by saying:

*"But still, I believe there are topics that regardless of how many likes, they should look at the one that generated more likes and reward them accordingly. If they did that, we wouldn't be having to worry about our content not generating income for us"*

#### **4.9 Collaborations and networking**

Botswana filmmakers recognize the value of collaborations and networking within the YouTube community. By collaborating with other content creators, especially those with larger subscriber bases or established audiences, they can tap into their viewership and increase the visibility of their film content. This can lead to higher engagement, more views, and potentially increased monetization opportunities. A participant noted that:

*"I think one of the ways to address the limitations posed by YouTube algorithms, bias, and geo-restrictions is by recognizing the value of collaborations and networking within the YouTube community. By collaborating with other content creators, we can expand our reach and visibility. This can help us overcome the limitations of the algorithm and increase our chances of monetization. Also, networking with other creators can provide us with valuable insights and strategies to navigate the platform effectively. Building relationships and partnerships within the YouTube community from regions that can freely monetize can be a powerful tool in addressing these limitations"*

#### **4.10 Targeting global audience**

YouTube provides a global platform for content distribution, and Botswana filmmakers see the potential in reaching a wider audience beyond their local market. By uploading their films on YouTube, they aim to attract international viewers and potentially catch the attention of investors or distributors who may be interested in their work. The ability to showcase their films to a global audience can increase their chances of monetization and distribution opportunities.

#### **4.11 Seeking alternative monetization channels**

While YouTube monetization options may not be available in Botswana, filmmakers explore alternative ways to monetize their film content. This may include seeking sponsorships, partnerships, or product placements within their videos.

This has opened opportunities to overcome their inability to receive payments directly into their bank accounts in Botswana due to restrictions, now resorting to relying on friends or contacts in South Africa or Zimbabwe to receive the money on their behalf and then transfer it to them in Botswana. This process adds complexity and potential delays to their monetization efforts. Some participants responded as follows:
