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What Is the YouTube 10-Minute Rule? (Now 8 Minutes)

The old 10-minute threshold for mid-roll ads was lowered to 8 minutes in 2020. Videos over 8 minutes can include mid-rolls, which can double or triple ad revenue per viewer.

A 3D render of a YouTube timeline. At the 8-minute mark, a tiny golden gate opens, symbolizing mid-roll ad revenue.

The YouTube 10-minute rule refers to the old threshold for mid-roll ads, which YouTube lowered to 8 minutes in 2020. Videos at 8 minutes or longer can include mid-roll ad placements that multiply ad impressions per viewing session, meaning a 12-minute video can earn double the revenue of a 6-minute video simply by including two or three mid-roll breaks instead of one pre-roll.

How Creators Use the 10 Minute Rule Today

Although the official cutoff is now 8 minutes, many creators still aim for videos in the 10–12 minute range. That length balances three goals: delivering enough value to keep viewers engaged, allowing space for one or two mid-roll ads, and satisfying YouTube’s algorithm, which favors longer watch times.

For musicians and labels, this rule can be applied by creating longer content around a release. For example, pair a music video with behind-the-scenes footage or commentary to push total length past 8 minutes.

This not only unlocks mid-rolls but also increases overall watch time, which boosts recommendations and visibility.

The takeaway is simple: the “10 minute rule” is really about maximizing monetization opportunities without sacrificing quality. If your videos are consistently under 8 minutes, you’re leaving potential ad revenue on the table.