Why has Youtube Content ID revenue dropped significantly in January?

You may have noticed a huge drop of around 40-50% of the total Youtube Content ID revenue occurred in January. Here we explain to you why this happens.
Youtube Content ID is an advertisement-based serviceThe royalties pool is calculated each month based on the total advertisement investments. 
Since Western markets are hugely influenced by holiday periods, and Christmas is the most important season of the year, brands focus their advertisement investments before the Christmas season, with a great peak in December. 
The immediate effect is that they stop the investment by the end of December, and thus the January ad-revenue market size is significantly lower. 
This is a repeating phenomenon regarding YouTube royalties outpayments and consequently should be taken into account every year. 

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