TikTok is introducing a new feature called “Series” that lets eligible creators post collections of premium content behind a paywall. One Series can include up to 80 videos, each up to 20 minutes long, and creators can charge anywhere from $0.99 to $189.99 for access. Creators will set pricing for their Series, which can be purchased via in-video links or via the creator’s profile. Series participation is currently limited to “select creators,” who TikTok is reportedly allowing to keep all revenue, after applicable fees. However, that is expected to change as the program expands in the coming months.

From “must-know spreadsheet shortcuts to the most effective workouts or the latest baked oats recipe, the diverse range of valuable and entertaining content on TikTok has quickly become a part of a billion people’s lives around the world,” the company said in its Series announcement, emphasizing the platform is more than dance moves and pet memes.

Series is a way for creators to share their talents “as premium content while further deepening their connection with the TikTok community.”

“Users have previously only been able to share 15-second, 1-minute, 3-minute or 10-minute videos on TikTok,” writes CNBC, noting that “the new feature will further heat up the competition with platforms like YouTube — which is known for its long-form videos.”

YouTube in August 2021 launched YouTube Shorts as a direct challenge to TikTok. “Other companies such as Meta and Snap have also introduced short-form video features” to counter TikTok, CNBC says.

Last month, TikTok launched in beta a new creator fund, the Creativity Program, which Social Media Today says “aims to reward creators for posting longer videos, with only content longer than a minute in length eligible for funding.”

“The Creativity Program is available to select creators on an invite-only basis, with availability to all eligible creators coming soon,” TechCrunch reports, noting the three-year, $1 billion creator fund TikTok launched in 2020 was criticized for low payouts.

“TikTok is now acknowledging these concerns with the launch of the new program,” which in addition to Series joins LIVE subscriptions and TikTok Pulse as monetization features. The company also accommodates tips and gifts to help creators earn.

“The expansion of TikTok’s current payout offerings for creators comes as its competitors are ramping up their offerings,” says TechCrunch.

YouTube Shorts recently began sharing ad revenue with creators, which TechCrunch calls a turning point: “No short-form video platform has quite figured out how to share ad revenue up until now, which gives Shorts a notable leg up on the competition.”