How Much Can A YouTuber Earn? A Comprehensive Guide

Navigating the world of YouTube can be exciting, and understanding How Much A Youtuber Can Earn is a key question for aspiring content creators. At HOW.EDU.VN, we delve into the earning potential on YouTube, exploring the various factors that influence a content creator’s income and providing insights into maximizing revenue streams. Let’s uncover the secrets of turning views into income, offering practical advice to help you succeed on this platform. Understanding your potential earning capabilities and strategies to enhance them will help you plan your journey as a content creator effectively.

YouTube offers a vast opportunity for content creators, and HOW.EDU.VN is dedicated to providing the expert guidance needed to navigate this landscape. Dive into the world of online video monetization and learn how to turn your passion into profit with our comprehensive insights into YouTube revenue and content creation.

1. YouTuber Earnings Based on Channel Size

Subscriber count, while not directly dictating income, significantly boosts earning potential. A larger audience translates to increased ad views, more clicks on affiliate links, and greater opportunities for sponsorships. YouTube’s algorithm often favors larger channels, enhancing visibility. Earnings depend on niche, engagement rate, and monetization strategies, but here’s a breakdown of potential income by channel size:

1.1. Beginner YouTuber: 1,000+ Subscribers

Beginner YouTubers typically earn between $30 and $300 per month, depending on their niche and location. Reaching 1,000 subscribers is a major milestone, unlocking eligibility for the Partner Program. This allows early monetization strategies.

Achieving 1,000 subscribers is no small feat. Only 9% of YouTube channels reach this milestone, outperforming 91% of other channels. At this stage, most revenue comes from AdSense, resulting in relatively low earnings. Sponsorships are rare but possible.

1.2. Mid-Range YouTuber: 100,000+ Subscribers

Mid-range YouTubers can earn between $500 and $1,500 per month, with some reaching $5,000 or more. Reaching 100,000 subscribers marks a significant step towards becoming a professional YouTuber. Only 0.3% of channels achieve this level, prompting many to consider part-time or full-time content creation.

At this stage, brand deals, paid collaborations, and sponsorships become more common. At least one video is likely to have gone viral. Earnings vary based on niche, views, and diversified income streams.

1.3. Established YouTuber: 1 Million+ Subscribers

The highest-paid YouTubers have at least 1 million subscribers. Monthly AdSense revenue ranges from $10,000 to $100,000. Individual videos can earn $20,000 to $50,000 each through sponsorships, brand deals, merchandise, and product sales. Annual revenue is typically in the millions.

Top creators often operate multiple channels, evolving into brands. Their earnings often support entire teams, including editors, screenwriters, marketers, and other professionals.

1.4. YouTube Stars: 50 Million+ Subscribers

At this level, earnings are astronomical, reaching tens of millions of dollars annually. Only about 30 YouTubers worldwide have more than 50 million subscribers. They are the platform’s true stars, akin to celebrities.

Understanding these milestones can help you set realistic goals and strategies to grow your channel and increase your income.

2. YouTube Partner Program and Monetization

The primary revenue stream for YouTubers is the YouTube Partner Program, also known as AdSense. This program allows content creators meeting specific criteria to receive payment for their videos.

Requirements to become a YouTube Partner and qualify for monetization include:

• Minimum of 1,000 subscribers and 4,000 valid public watch hours in the past year (excluding shorts) OR 10 million valid public YouTube Shorts views in the last 90 days.
• Agreement to YouTube’s terms and conditions.
• No active Community Guidelines strikes on the channel.
• A valid Google AdSense account.
• Successful review and approval.

A YouTuber’s AdSense earnings depend primarily on video views. Understanding how each view translates into revenue is crucial.

2.1. CPC, CPM, and RPM: Understanding the Metrics

YouTube partners receive 55% of ad revenues. This breaks down as follows:

1. Cost Per Click (CPC): Advertisers pay when viewers click on their ads.
2. Cost Per Mille (CPM): Advertisers pay for every 1,000 ad impressions, where a viewer watches the ad for at least 30 seconds or its entire length if it’s shorter than 10 seconds.

CPC and CPM are used to calculate Revenue Per Mille (RPM), representing how much a YouTuber earns per 1,000 views after YouTube’s cut.

Example:

• A YouTube video gets 5,000 views.
• Half of these views result in ad impressions with a CPM of $10.
• 100 viewers click on the ad with a CPC of $0.5.

Earnings Calculation:

• CPM: $25 (2,500 impressions x $10 / 1,000)
• CPC: $50 (100 clicks x $0.5)
• Total: $25 + $50 = $75
• After YouTube’s 45% cut: $75 x 0.55 = $41.25
• RPM: $41.25 / 5 = $8.25 per 1,000 views

At 5,000 views per day, this translates to approximately $1,238 per month. The actual amount depends on content creation time and financial goals.

Understanding these metrics is crucial for estimating and optimizing your YouTube revenue.

3. Factors Influencing YouTube Income

The number of views is critical for earning money, but several other factors play a significant role. These include:

3.1. Video Length

Longer videos allow for more ads, increasing potential ad revenue. Pre-roll ads (at the beginning) and mid-roll ads (in the middle) typically offer higher payouts than post-roll ads (at the end).

However, video length also impacts engagement. Longer videos can hold viewers’ attention but might deter new followers. Shorter videos can attract new subscribers more quickly. Balancing these factors is essential based on content and audience preferences.

3.2. Content Type

Some content types monetize better in the long term. Tutorials, like “How to change your car battery,” can generate consistent views and ad revenue for years. Evergreen content often leads to higher watch times, positively impacting ad impressions and earnings.

Podcasts and live streams can generate short-term revenue and increase social media traction. While they can boost YouTube subscriptions, views may decline once the event is over.

3.3. Niche and Demographics

Certain niches, such as tech and personal finance, attract higher advertising rates, resulting in better CPC and CPM rates. Cooking, travel, or humor channels typically have lower RPMs.

Demographics also matter. Gaming content, for example, often attracts younger viewers who may be less likely to spend money or watch ads without skipping them.

3.4. Geographic Location

Advertisers pay more to reach audiences in high-spending regions like North America and Europe. Market size also matters; the more YouTube users from a country, the more potential viewers.

The U.S. market, with approximately 247 million high-paying users, is highly appealing. However, markets like India, with 467 million active users, should not be underestimated.

Many successful YouTubers make their content accessible to a global audience by using subtitles in multiple languages. Tools like Riverside can automatically generate captions and subtitles in over 100 languages, enhancing accessibility.

4. Diversifying Income Streams for YouTubers

Full-time YouTubers typically diversify their income streams, with YouTube ads being just one component. Many creators earn significantly from other sources, including:

4.1. Affiliate Marketing

Affiliate marketing involves tagging products relevant to the audience and advertising them in videos. Creators embed links in video descriptions, earning a commission (ranging from 5% to 50%) for each purchase. This feature is available for channels with at least 15,000 subscribers.

Official statistics on affiliate marketing earnings are hard to find, but many creators report substantial income even with smaller channels (less than 50,000 subscribers).

4.2. Personal Merchandise

YouTubers with strong audience connections often sell physical merchandise associated with their brand. This can include branded mugs, t-shirts, plushies, and specialized products.

For example, Kimono Mom, a Japanese YouTuber with over 3 million subscribers, sells her own umami sauce and kitchen appliances.

4.3. Channel Memberships and Crowdfunding

Channel memberships allow viewers to support creators with recurring revenue. Supporters pay a monthly fee for perks like animated Super Stickers, priority Super Chat messages during live streams, and early access to videos.

YouTube takes a 30% cut of channel membership fees, so creators also use Patreon to receive tips, donations, and subscriptions. Members often receive exclusive content and other benefits.

The gaming YouTuber Josh Strife Hayes thanks supporters by listing their names at the end of his videos.

4.4. Digital Products and Business Services

Some creators use YouTube as part of broader outreach, creating videos showcasing expertise to market consulting or coaching services.

Neil Patel, owner of a leading digital marketing agency, uses his channel (1.29 million subscribers) to share search engine optimization techniques and digital business advice, supporting his business goals.

4.5. Brand Sponsorships

Popular YouTubers boost earnings through brand sponsorships. Influential creators strike deals to promote products and services, ranging from product placements to full partnerships.

Creators may also be paid to run brand campaigns on other social media platforms or speak at conventions. Payments depend on popularity, niche, and collaboration type.

For example, Riverside partnered with Premiere Gal, a YouTuber known for video editing tutorials.

5. Top-Earning YouTubers in 2024

Examining top YouTubers can provide insights into maximum earning potential. Here’s a look at the top 3 highest-paid YouTube stars in 2024. Annual income figures are rough estimates based on publicly available data.

5.1. MrBeast

• Channel: MrBeast
• Subscribers: 314 million
• Topic: Challenges, Philanthropy
• Annual Income: ~$700 million

James Stephen Donaldson, known as MrBeast, is the top YouTuber. As the first creator to reach 300 million subscribers, his $700 million annual income is impressive. His channel features elaborate challenges and giveaways. He also has 103 million TikTok followers.

5.2. Jeffree Star

• Channel: jeffreestar
• Subscribers: 15.8 million
• Topic: Makeup, Beauty, Vlog
• Annual Income: ~$200 million

Jeffree Star is a high-earning YouTuber despite having fewer subscribers. He is a singer, songwriter, model, fashion designer, and makeup artist. His wealth comes primarily from Jeffree Star Cosmetics, founded in 2014, which generates $100 million in annual revenue.

5.3. Like Nastya

• Channel: LikeNastyaofficial
• Subscribers: 120 million
• Topic: Kid content, Toy Reviews, Edutainment
• Annual Income: ~$106 million

Anastasia Sergeyevna Radzinskaya, known as Like Nastya, is a wealthy child with a channel boasting 120 million followers. Her channel is the most profitable kids’ channel globally, with earnings ranging from $30 million to $260 million.

These examples highlight the diverse paths to success and significant earning potential on YouTube.

6. Common Questions About YouTube Earnings

6.1. Who is the highest-paid YouTuber?

MrBeast (Jimmy Donaldson) is the highest-paid YouTuber, with a projected annual income of $700 million. His videos regularly garner about 100 million views.

6.2. Can YouTubers make money through memberships or Patreon?

Yes, YouTube offers channel memberships, and YouTubers can also earn through platforms like Patreon.

6.3. What is YouTube Premium, and how does it affect earnings?

YouTube Premium offers ad-free viewing. Creators still earn revenue from Premium users based on watch time.

6.4. Do YouTubers earn differently from shorts compared to regular videos?

Yes, YouTube Shorts monetization differs with a dedicated fund distributed to eligible creators based on views.

6.5. How much does a YouTuber with 1 million subscribers make?

Earnings range from $40,000 to $500,000 annually, depending on factors like video frequency, engagement, and niche.

6.6. How many YouTube subscribers do you need to make $2,000 a month?

Roughly 400,000 to 800,000 monthly views could generate $2,000 in ad revenue, though earnings also come from affiliate marketing and sponsorships.

6.7. Is being a YouTuber a high-paying job?

Top YouTubers can earn millions, but the vast majority earn very little. Only 0.3% of channels have 100,000 subscribers or more.

7. Overcome Challenges and Maximize Your YouTube Earnings with Expert Advice

Navigating the complexities of YouTube monetization can be challenging. Finding reliable advice and personalized strategies is essential to unlocking your channel’s full potential.

7.1. Common Challenges Faced by YouTubers:

• Monetization Issues: Many creators struggle with understanding and meeting the monetization requirements set by YouTube.
• Algorithm Changes: YouTube’s algorithm frequently changes, impacting video visibility and reach.
• Content Strategy: Developing and maintaining a consistent content strategy that resonates with the audience is crucial but often difficult.
• Competition: The YouTube platform is highly competitive, making it hard for newcomers to stand out.
• Engagement: Keeping the audience engaged and growing subscriber numbers can be a constant struggle.
• Diversification: Relying solely on ad revenue is risky; diversifying income streams requires knowledge and effort.
• Brand Building: Establishing a strong brand that attracts sponsorships and collaborations takes time and strategic planning.

7.2. Benefits of Seeking Expert Advice:

• Personalized Strategies: Gain customized advice tailored to your niche, audience, and specific channel challenges.
• Expert Insights: Benefit from the expertise of professionals who understand the YouTube landscape inside and out.
• Up-to-date Knowledge: Stay informed about the latest trends, algorithm changes, and best practices.
• Diversification Support: Learn how to diversify your income streams through affiliate marketing, merchandise, sponsorships, and more.
• Brand Building: Get guidance on building a strong brand that attracts sponsorships and collaborations.
• Monetization Optimization: Understand and meet the monetization requirements set by YouTube to maximize your earnings.
• Algorithm Mastery: Develop strategies to navigate and leverage YouTube’s algorithm for increased visibility and reach.
• Content Strategy: Receive assistance in creating and maintaining a content strategy that keeps your audience engaged and growing.
• Competitive Edge: Gain a competitive edge with strategies to stand out in the crowded YouTube platform.
• Time and Cost Savings: Avoid costly mistakes and save time by implementing proven strategies and insights.

7.3. How HOW.EDU.VN Can Help:

At HOW.EDU.VN, we connect you with leading PhDs and experts who can provide personalized advice and strategies to overcome your YouTube monetization challenges. Our experts offer:

• One-on-one consultations: Get tailored advice and actionable steps to improve your channel’s monetization.
• Content optimization strategies: Learn how to optimize your videos for higher engagement and visibility.
• Revenue diversification guidance: Discover how to diversify your income streams and reduce reliance on ad revenue.
• Algorithm updates and best practices: Stay informed about the latest changes and best practices to keep your channel growing.
• Brand building assistance: Build a strong brand that attracts sponsorships and collaborations.

7.4. Steps to Get Expert Advice:

1. Visit HOW.EDU.VN: Navigate to our YouTube monetization advisory section.
2. Browse Experts: Explore the profiles of our expert PhDs and select one that matches your needs.
3. Schedule a Consultation: Book a one-on-one consultation at a time that suits you.
4. Discuss Your Challenges: Clearly outline your monetization issues, goals, and any questions you have.
5. Implement Strategies: Apply the strategies and advice provided by our experts to optimize your channel.
6. Monitor and Adjust: Track your progress and make adjustments based on the results, with ongoing support from our experts.

7.5. Real-World Examples:

• Case Study 1: A gaming channel struggled with low ad revenue. Our expert helped them optimize their content for higher CPM rates, diversify into merchandise sales, and secure brand sponsorships, resulting in a 300% increase in monthly income.
• Case Study 2: A beauty vlogger faced declining viewership due to algorithm changes. Our expert provided strategies to revamp their content strategy, improve SEO, and engage with their audience more effectively, leading to a 150% increase in views.

7.6. Call to Action:

Don’t let monetization challenges hold you back. Connect with our team of experts at HOW.EDU.VN and take your YouTube channel to the next level. Get personalized advice, proven strategies, and the support you need to succeed.

Contact us today:

• Address: 456 Expertise Plaza, Consult City, CA 90210, United States
• WhatsApp: +1 (310) 555-1212
• Website: HOW.EDU.VN

By seeking expert advice, you can overcome challenges, maximize your earnings, and achieve your YouTube goals.

8. YouTube Monetization FAQs

8.1. How to Start Monetizing Your Channel?

To start earning from your YouTube channel, you need to meet specific criteria and follow a few key steps. Here’s a detailed guide:

1. Meet the Eligibility Criteria:
   • Subscriber Count: Have at least 1,000 subscribers on your channel.
   • Watch Hours: Accumulate 4,000 valid public watch hours in the past 12 months (excluding YouTube Shorts watch hours). Alternatively, you can have 10 million valid public YouTube Shorts views in the last 90 days.
   • Adherence to YouTube Policies: Ensure your channel complies with YouTube’s monetization policies and community guidelines.
   • Active AdSense Account: Link a valid Google AdSense account to your YouTube channel. If you don’t have one, you can create one during the application process.
   • No Community Guidelines Strikes: Your channel should not have any active Community Guidelines strikes.
2. Apply to the YouTube Partner Program (YPP):
   • Access YouTube Studio: Sign in to your YouTube account and go to YouTube Studio.
   • Navigate to Monetization: In the left sidebar, click on “Monetization.”
   • Review and Accept Terms: If your channel meets the eligibility criteria, you’ll see an option to apply for the YouTube Partner Program. Click “Start” to review and accept the YPP terms.
   • Set Up Google AdSense:
     • Click “Start” to set up your Google AdSense account.
     • You’ll be redirected to AdSense to either link an existing account or create a new one. Follow the prompts to complete the setup.
     • AdSense is essential for receiving payments from YouTube.
   • Set Monetization Preferences:
     • Choose the types of ads you want to run on your videos (e.g., display ads, overlay ads, sponsored cards, skippable video ads, and non-skippable video ads).
     • Enable monetization on existing and future videos.
3. Get Reviewed and Approved:
   • Automated and Human Review: Once you’ve completed all the steps, YouTube will review your channel to ensure it meets all monetization policies and guidelines. This process includes both automated checks and human review.
   • Review Timeline: The review process can take up to a month or longer, depending on the volume of applications and the complexity of your channel.
   • Approval Notification: If your channel is approved, you’ll receive an email notification.
4. Start Earning:
   • Enable Ads on Your Videos: After approval, ensure ads are enabled on your videos. You can do this in YouTube Studio by selecting individual videos or setting default monetization options for future uploads.
   • Optimize for Higher CPM and RPM: To maximize your earnings, focus on creating high-quality content that attracts advertisers. Some niches (e.g., finance, technology) tend to have higher CPM (Cost Per Mille) and RPM (Revenue Per Mille) rates.
5. Monitor Your Performance:
   • YouTube Analytics: Regularly check your YouTube Analytics to understand which videos are performing well, where your audience is coming from, and how much revenue you’re generating.
   • Adjust Your Strategy: Use the data to refine your content strategy, optimize your video titles and descriptions, and engage with your audience to increase watch time and ad revenue.

8.2. What are the ways to increase revenue as a YouTuber?

To significantly increase revenue as a YouTuber, it’s essential to diversify your income streams beyond AdSense. Here are several effective strategies:

1. Affiliate Marketing:
   • How it Works: Partner with brands and promote their products in your videos. Include affiliate links in your video descriptions, and earn a commission for every sale made through your links.
   • Best Practices: Choose products that are relevant to your audience and genuinely useful. Disclose your affiliate relationship clearly in your videos.
2. Channel Memberships:
   • How it Works: Offer exclusive content, perks, and benefits to viewers who pay a monthly fee to become channel members.
   • Best Practices: Create valuable and unique content for members, such as behind-the-scenes footage, early access to videos, exclusive live streams, and personalized shout-outs.
3. Merchandise Shelf:
   • How it Works: Sell branded merchandise directly on your YouTube channel through the merchandise shelf feature.
   • Best Practices: Design appealing and high-quality merchandise that resonates with your audience. Promote your merchandise in your videos and engage with fans who purchase your products.
4. Brand Sponsorships:
   • How it Works: Collaborate with brands to create sponsored content. This can include product reviews, integration of products into your videos, or dedicated sponsored videos.
   • Best Practices: Partner with brands that align with your channel’s values and content. Ensure your sponsored content provides value to your audience and is clearly disclosed.
5. YouTube Premium Revenue:
   • How it Works: Earn revenue when YouTube Premium subscribers watch your videos. YouTube Premium subscribers pay a monthly fee to watch ad-free content, and a portion of that fee is distributed to creators based on watch time.
   • Best Practices: Focus on creating engaging content that keeps viewers watching for longer periods.
6. Super Chat and Super Stickers:
   • How it Works: During live streams and premieres, viewers can purchase Super Chat messages (highlighted messages in the chat) and Super Stickers (animated stickers) to support your channel.
   • Best Practices: Engage with your audience during live streams and encourage them to use Super Chat and Super Stickers.
7. Crowdfunding:
   • How it Works: Use crowdfunding platforms like Patreon to allow fans to support your channel with recurring donations.
   • Best Practices: Offer exclusive rewards and content to your Patreon supporters. Keep your audience updated on how their contributions are helping you create content.
8. Digital Products:
   • How it Works: Create and sell digital products such as e-books, online courses, presets, templates, and software.
   • Best Practices: Offer valuable and high-quality digital products that address the needs and interests of your audience. Promote your products in your videos and provide clear instructions on how to purchase and use them.
9. Consulting and Coaching Services:
   • How it Works: Offer consulting and coaching services related to your niche.
   • Best Practices: Clearly outline your expertise and the value you can provide to clients. Promote your services in your videos and offer testimonials from satisfied clients.

9. What metrics should YouTubers track?

To effectively grow and monetize a YouTube channel, it’s crucial to track key metrics that provide insights into audience behavior, content performance, and revenue generation. Here are some essential metrics to monitor regularly:

1. Watch Time:
   • Definition: The total amount of time viewers spend watching your videos.
   • Importance: YouTube prioritizes videos with high watch time, as it indicates that viewers find your content engaging. Longer watch times can lead to better discoverability and higher rankings in search results.
   • How to Track: YouTube Analytics > Overview > Watch time (hours).
2. Average View Duration:
   • Definition: The average amount of time viewers spend watching each of your videos.
   • Importance: Indicates how well your videos hold viewers’ attention. A higher average view duration suggests that your content is engaging and relevant.
   • How to Track: YouTube Analytics > Engagement > Average view duration.
3. Audience Retention:
   • Definition: A detailed view of how viewers engage with specific parts of your videos.
   • Importance: Helps identify which sections of your videos are most engaging and which ones cause viewers to drop off. This information can be used to improve future content.
   • How to Track: YouTube Analytics > Audience retention.
4. Views:
   • Definition: The number of times your videos have been watched.
   • Importance: A basic measure of your video’s popularity and reach.
   • How to Track: YouTube Analytics > Overview > Views.
5. Impressions and Click-Through Rate (CTR):
   • Definition:
     • Impressions: How many times your video thumbnails are shown to viewers.
     • CTR: The percentage of viewers who click on your video after seeing the thumbnail.
   • Importance: High impressions mean your videos are being shown to a wide audience, while a good CTR indicates that your thumbnails and titles are compelling.
   • How to Track: YouTube Analytics > Reach > Impressions and Click-through rate.
6. Demographics:
   • Definition: Information about your audience’s age, gender, location, and language.
   • Importance: Helps you understand who is watching your content, so you can tailor your videos to better meet their needs and interests.
   • How to Track: YouTube Analytics > Audience > Age, Gender, Geography.
7. Traffic Sources:
   • Definition: Where your viewers are coming from (e.g., YouTube search, suggested videos, external websites).
   • Importance: Understanding your traffic sources helps you optimize your content for different platforms and identify opportunities for promotion.
   • How to Track: YouTube Analytics > Reach > Traffic source types.
8. Subscribers:
   • Definition: The number of viewers who have subscribed to your channel.
   • Importance: Subscribers are more likely to watch your new videos, so increasing your subscriber count is essential for long-term growth.
   • How to Track: YouTube Analytics > Overview > Subscribers.
9. Engagement Metrics (Likes, Comments, Shares):
   • Definition: The number of likes, comments, and shares your videos receive.
   • Importance: These metrics indicate how engaged your audience is with your content. High engagement can lead to better discoverability and a stronger community.
   • How to Track: YouTube Analytics > Engagement > Likes, Comments, Shares.
10. Revenue Metrics:
    • Definition: Data about your earnings, including estimated revenue, CPM (Cost Per Mille), and RPM (Revenue Per Mille).
    • Importance: Essential for understanding how much money you’re making from your videos and identifying opportunities to increase revenue.
    • How to Track: YouTube Analytics > Revenue > Estimated revenue, CPM, RPM.
11. Cost Per Mille (CPM):
    • Definition: The amount advertisers pay for 1,000 ad impressions on your videos.
    • Importance: Indicates how valuable your audience is to advertisers.
    • How to Track: YouTube Analytics > Revenue > CPM.
12. Revenue Per Mille (RPM):
    • Definition: The amount of revenue you earn per 1,000 views after YouTube takes its share.
    • Importance: A key metric for understanding your actual earnings per view.
    • How to Track: YouTube Analytics > Revenue > RPM.

9. HOW.EDU.VN: Your Partner in YouTube Success

Understanding how much a YouTuber can earn requires a deep dive into various factors, from subscriber count to monetization strategies. At HOW.EDU.VN, we provide the insights and expert advice you need to navigate the complexities of YouTube and maximize your earning potential.

Remember, success on YouTube is not just about views; it’s about creating valuable content, engaging with your audience, and continuously optimizing your strategy. Let HOW.EDU.VN be your guide to achieving your YouTube goals.

Ready to take your YouTube channel to the next level? Contact us today for expert guidance and personalized strategies:

• Address: 456 Expertise Plaza, Consult City, CA 90210, United States
• WhatsApp: +1 (310) 555-1212
• Website: HOW.EDU.VN

Unlock your earning potential with the help of our experienced PhDs and industry experts at how.edu.vn. Your journey to YouTube success starts here.