MCNs

Multi-Channel Networks (MCNs) are organizations that partner with multiple YouTube channels to manage, promote, and monetize their content. MCNs typically offer services such as audience development, video optimization, rights management, analytics, and access to production or distribution resources. They act as intermediaries between creators and the platform and often help secure sponsorships and advertising deals on behalf of the channels in their network.

In exchange, MCNs usually take a portion of the revenue generated by the channels, including ad revenue and branded content. The exact revenue split and contract terms vary by network and agreement. Some MCNs provide advances, production resources, training, and cross-promotion across other channels in the network, in addition to management services.

MCNs rose to prominence in the early to mid-2010s as YouTube expanded monetization and created a more formal ecosystem for creators. Notable examples included Maker Studios and Fullscreen, among others. Some MCNs were acquired by larger media companies seeking access to digital talent and established audiences. Over time, changes in YouTube's monetization policies and a shift toward direct creator-brand relationships reduced the relative influence of many MCNs, leading to consolidation and a rethinking of their role.

Critics have pointed to concerns about revenue sharing, control over content, and contract terms, with some creators alleging opaque practices or misaligned incentives. While the traditional MCN model has waned in visibility, some networks continue to operate as production or management entities, focusing on larger creator portfolios or specific market niches.