[mths]

Isn't YouTube already doing that with channel memberships? I think people can also pay to comment on live streams or something.. They're definitely already letting you support creators directly, while taking their cut of course.

[Jach]

Yup. The livestream version is a "super chat" (or "super sticker" is an option), but even regular videos can turn on "super thanks" which let viewers donate and leave a comment. In any case, youtube takes 30%, so many streamers try to push to a third party option that takes a much lower fee. And the "and leave a comment" turns people off that option I'm sure, it'd be nice if they made it optional and just let you pseudo-anonymously support someone's video. Most people won't realize you can delete the comment right after making it and the channel still gets your money (not sure if the channel can still see the comment contents if any/account that did it). There's also "gifted memberships" which like memberships themselves is another feature lifted directly from Twitch. Given youtube's catch-up stance (Twitch also makes it difficult to use adblock) it's not hard to call them "failing" at monetizing; there are many interesting A/B experiments that could be done that they are not doing. (I think gifted memberships is no longer an A/B test feature but standard by now... so they do them sometimes, but not enough.) Part of it is also probably just Google culture; if something is "only" going to net them a few million in profit, it's not worth doing.