Advertisers are increasing spending on YouTube Shorts, a platform many use to find Christian content, even as it raises the bar for creators to earn ad revenue.
Advertisers are putting more money into YouTube Shorts, though still less than into Meta Reels or TikTok, according to agency executives cited in the report. YouTube is also raising the threshold creators must meet to share in ad revenue. For Christian media organisations that produce short-form video, this points to a growing but still secondary advertising channel compared with rival platforms. Any Christian creator relying on Shorts revenue sharing may find the bar for monetisation rising even as overall ad spending on the format increases.
ECMS 2026 found that 51 per cent of respondents discover Christian content via social media, and trust in social media as a source is higher among under-35s (40 per cent) than over-55s (14 per cent), suggesting platforms like YouTube Shorts carry particular weight for younger audiences even as advertisers still favour rival apps.
Source: ECMS 2026