In an effort to present itself as a viable competitor to the reigning short-form video platform TikTok, YouTube announced today its rival service YouTube Shorts is now being watched by over 1.5 billion logged-in users every month, less than two years after its launch. By comparison, TikTok announced 1 billion monthly users in September 2021.
Though it hasnt announced updated figures since, TikTok was forecast to hit the 1.5 billion per month user figure sometime this year.
Related to its new milestone, YouTube also promoted Shorts ability to drive viewers to creators long-form video channels as a byproduct of its investments in Shorts. Its referring to the trend as the rise of the multiformat creator but, in reality, it seems to be more an admission that YouTube still sees more value in its longer-form content.
The company, in its announcement, positioned its video platform as one that better reflects the reality of todays viewer, who engages with video at different times and places throughout the day. In some cases, users will want to quickly scroll through shorter content such as when killing time while out and about. At other times, they may be able to watch for longer periods and will turn to traditional YouTube videos to do so.
However, YouTubes report doesnt take into account how TikTok has been steadily inching into its territory with long-form content of its own, and could potentially lure creators to a platform where both shorter and longer content is more intertwined.
Though not yet differentiated as a separate product in the app, TikTok videos can now be up to 10 minutes in length, following a change made this February after previously expanding videos to three minutes the prior year. The move was designed to attract the same sort of longer-form video creators that YouTube typically courted. With the expansion, creators gained more flexibility to film things like cooking demos, beauty tutorials, educational content, comedy sketches and more, without having to worry too much about the videos length. And further down the road, longer videos could also open the door to more opportunities to show advertising, of course.
YouTube, on the other hand, appears to be promoting a different strategy. Instead of making short-form the core of its service with long-form as an option, as TikTok does, YouTube sees Shorts as a way for creators to reach a new audience who may then become more regular viewers of their long-form content.
Long-form content remains the best way for creators to deeply engage and develop long-term relationships with their audiences, said Tara Walpert Levy, YouTubes vice president of the Americas. But Shorts offer an exciting, new way to be a part of a viewers journey and to introduce themselves and their whole portfolio to new audiences. This approach is yielding real results; channels uploading both short and long-form content are seeing better overall watch time and subscriber growth than those uploading only one format, she added.
The company didnt share specific figures related to the average increased watch time, though, making this claim somewhat suspect.
Instead, it only pointed to a couple of case studies as proof of this trend. In one, creator Ian Boggs is said to have grown his channel to 4 billion lifetime views, with 73% of them stemming from his Shorts feed. During the pandemic, Boggs leaned into Shorts and gained 5 million subscribers between 2021 and 2022, YouTube said. In another example, creator Rosanna Pansino is said to have more than doubled views on her channel since adopting Shorts, and Shorts is now her top traffic source.
But even in these two examples, there was an indication that the lift from Shorts could vary between creators. An earlier version of YouTubes advisory noted Shorts was then Pansinos second-largest traffic source, driving more than 20% of her total views. That reference was removed to reflect more recent stats, but YouTube didnt share the new percentage of her views attributed to Shorts. (Still, its not likely as high as the 73% figure Boggs has seen.)
With these statements and examples, it sounds as if YouTubes strategy is to position Shorts as a feeder to its long-form content, as opposed to a product thats worthy all on its own. This aligns with YouTubes broader goal to chase TV ad dollars instead of just digital ones. As part of that effort, YouTube this year for the first time hosted its annual Brandcast event during the TV Upfronts, instead of during IABs digital-focused NewFronts, where it made a case to marketers that it should be in the running alongside networks for their TV ad budgets. It also spoke about how much YouTube content is now watched on the living rooms big-screen TV, saying that YouTube has more than 50% of ad-supported streaming watch time on TV screens.
Shorts, meanwhile, is not a product designed with the TV in mind. And while its useful for creators to have the option to create shorter content, its worth noting that YouTube is now speaking about Shorts as a way to boost traffic to longer videos. Thats a signal that YouTube believes its core value is not really in its TikTok clone, but in the longer video content its already known for and which can fetch a higher price in the ad market.
Visit link:
YouTube Shorts tops 1.5B logged-in monthly users, touted as feeder to long-form content - TechCrunch
- What You Need to Know About the New SAG-AFTRA Agreement ... - Casting Networks - November 24th, 2023 [November 24th, 2023]
- Premiership Rugby Highlights Show | Be on TV - ITVX - November 24th, 2023 [November 24th, 2023]
- Elon Musks Neuralink wants to merge your brain with AI at what ... - Vox.com - October 20th, 2023 [October 20th, 2023]
- The World's Job During the War on Hamas: Save the Space For Peace - TIME - October 20th, 2023 [October 20th, 2023]
- Brooklyn Beckham hits back at haters who mock his online cooking videos - Yahoo News UK - October 20th, 2023 [October 20th, 2023]
- Secret to immortality could be just a decade away as scientists predict when well learn to live forever... - The US Sun - August 18th, 2023 [August 18th, 2023]
- Roblox Introduces Heads and Bodies to the UGC Program - Game Is Hard - August 18th, 2023 [August 18th, 2023]
- Bigger Th*t Than Cardi B: Amidst Conor McGregor's Friend's Feud ... - The Sportsrush - August 18th, 2023 [August 18th, 2023]
- Sofia Richie Says Royal Weddings Inspired Her Nuptials - Brides - August 18th, 2023 [August 18th, 2023]
- How Many Times a Day to Post to BeReal a Day - Alphr - August 18th, 2023 [August 18th, 2023]
- Usage of dark web for uploading sensitive defence information is a ... - LawBeat - August 18th, 2023 [August 18th, 2023]
- What Should You Look for in your WiFi Plan? - My Everyday Tech - August 18th, 2023 [August 18th, 2023]
- The Pros and Cons of Using No-Code Websites as a Blogger - MUO - MakeUseOf - August 18th, 2023 [August 18th, 2023]
- The Future Is Now: Wrestling with Ethics, Policy and Brain-Computer ... - NC State News - May 2nd, 2023 [May 2nd, 2023]
- How to Share Images Online Easily With Pasteboard - Dignited - May 2nd, 2023 [May 2nd, 2023]
- The Acid Test, April 2023 - bandcamp.com - May 2nd, 2023 [May 2nd, 2023]
- Top 9 Generative AI Applications and Tools - eWeek - May 2nd, 2023 [May 2nd, 2023]
- Top 50 Most Viewed U.S. YouTube Channels Week Of 04/30/2023 - Tubefilter - May 2nd, 2023 [May 2nd, 2023]
- PPC Automation: When & How To Use It - Search Engine Journal - May 2nd, 2023 [May 2nd, 2023]
- Image SEO: Optimizing images for search engines Yoast - December 16th, 2022 [December 16th, 2022]
- All That Is In The Heavens [Part 14]: Bionic Basim - MuslimMatters - October 19th, 2022 [October 19th, 2022]
- Mill Creek Leverages QR Codes To Help People Store Their Loved One's Messages as Forever Cherishable Memories - Digital Journal - October 19th, 2022 [October 19th, 2022]
- In their own words: County Commissioner candidates Randy George and Steve Skinner on why each should be considered for the open District 3... - October 19th, 2022 [October 19th, 2022]
- Get ready now for the 2022 Great Southern BioBlitz! - Cosmos - October 19th, 2022 [October 19th, 2022]
- ILUMINATIVE Is Reviving the Modern Genre Of Hip-Hop/Rock & Nu-Metal with the Latest Album, 'Endangered' - Daily Music Roll - October 19th, 2022 [October 19th, 2022]
- Enter the Cambridge Independents Photography Awards 2022 - and win great prizes - Cambridge Independent - October 19th, 2022 [October 19th, 2022]
- Coros Vertix 2 review the battery life of this smartwatch is insane - CyclingWeekly - October 19th, 2022 [October 19th, 2022]
- WTF Are POAPs? The Intriguing Power of Proof of Attendance Protocol - nft now - October 19th, 2022 [October 19th, 2022]
- Former NRL star Finch fighting to avoid jail amid fears hell be targeted by hardened criminals - Fox Sports - October 19th, 2022 [October 19th, 2022]
- Muni Long's long and winding road to R&B stardom - Los Angeles Times - October 19th, 2022 [October 19th, 2022]
- She-Hulk Recap: Episode 9 | Jen Breaks the MCU - United By Pop - October 19th, 2022 [October 19th, 2022]
- People with dark personality type desire enhancing their brains with future tech, new study reveals... - The US Sun - October 2nd, 2022 [October 2nd, 2022]
- Emma Chamberlain has opened up the doors of her new home and I havent been able to think of anything else since - image.ie - October 2nd, 2022 [October 2nd, 2022]
- 'Don't believe everything you read': The story of The Onion - Bennington Banner - October 2nd, 2022 [October 2nd, 2022]
- DJ Ace - Peace of Mind Vol 39 (Saxophone Edition Slow Jam Mix ... - September 29th, 2022 [September 29th, 2022]
- Longtermism Movement Misses the Importance of War - Scientific American - September 29th, 2022 [September 29th, 2022]
- Ten warning signs that your phone is spying on you and tips on removing spyware - Scottish Daily Express - September 29th, 2022 [September 29th, 2022]
- JNU Admission 2022: Registration starts for UG admission on the basis of CUET in JNU, fill your form from this link - News Day Express - September 29th, 2022 [September 29th, 2022]
- RTI reply: 42 cars in CM Bhagwant Mann convoy, opposition says 'badlav or waste of money' - The Indian Express - September 29th, 2022 [September 29th, 2022]
- 10 best One Direction rock covers, from the 1975 to Wolf Alice - Alternative Press - September 29th, 2022 [September 29th, 2022]
- How to use GPX maps and trackback on the Galaxy Watch 5 Pro Route tile - Android Central - September 29th, 2022 [September 29th, 2022]
- CHITCHAT OVER COFFEE: Give the Heart the space it needs - Manila Bulletin - September 29th, 2022 [September 29th, 2022]
- How technology will bridge the gap for the next million - Times of India - September 20th, 2022 [September 20th, 2022]
- now allows you to upload your photos and edit them - Gearrice - September 20th, 2022 [September 20th, 2022]
- 2023 Honda CR-V First Drive Review: The Once And Future King? - Motor1 - September 20th, 2022 [September 20th, 2022]
- Pantheon Review: 2022's Wildest Tech Thriller Is a Cartoon | Time - TIME - September 7th, 2022 [September 7th, 2022]
- Worth Watching: Lord of the Rings Prequel, Uploading Gets Serious in Pantheon, NASCAR Race for the Championship - Channel3000.com - WISC-TV3 - September 7th, 2022 [September 7th, 2022]
- The super-rich preppers planning to save themselves from the apocalypse - The Guardian - September 7th, 2022 [September 7th, 2022]
- 8 Anime Outros Too Good to Skip - Geek Girl Authority - September 7th, 2022 [September 7th, 2022]
- From social media to Pollywood, singer Noor Chahal says originality is her secret to success - The Indian Express - September 7th, 2022 [September 7th, 2022]
- Behind the music - Ratios - RTE.ie - September 7th, 2022 [September 7th, 2022]
- According To Believers, 7% Of Us Will Find Code 0010110 And Exit The Matrix On August 27 - YourTango - August 2nd, 2022 [August 2nd, 2022]
- Elon Musk confirms he already uploaded his brain to a cloud, he spoke to himself - Marca - August 2nd, 2022 [August 2nd, 2022]
- Whatever Happened to the Transhumanists? - Gizmodo Australia - August 2nd, 2022 [August 2nd, 2022]
- TREASURES OF THE TRI-STATE 2022 - 97.3 the Rock - Radio Dubuque - August 2nd, 2022 [August 2nd, 2022]
- India versus West Indies second T20 highlights: Fancode yesterday match 2nd T20 highlights where to watch - The Sportsrush - August 2nd, 2022 [August 2nd, 2022]
- Edinburgh internet troll guilty of sending vile online messages to politicians - Edinburgh Live - August 2nd, 2022 [August 2nd, 2022]
- The PhotoStick Reviews (PhotoStick For PC) - Does This Device Really Worth Buying? Must Read This Before You Buy! - Outlook India - August 2nd, 2022 [August 2nd, 2022]
- How Close Are We to Uploading Your Mind? - How-To Geek - July 23rd, 2022 [July 23rd, 2022]
- Ranveer Allahbadia: Of collaborations and making Reels - Hindustan Times - July 23rd, 2022 [July 23rd, 2022]
- Jasmine TXO: The key to cracking TikTok - Ragtrader - July 23rd, 2022 [July 23rd, 2022]
- You can also earn big money sitting at home from YouTube or Instagram, know how? (How to Earn Money From YouTube And Instagram?) - News Day Express - July 23rd, 2022 [July 23rd, 2022]
- What the POTS shutdown will mean for faxing in the healthcare industry - Healthcare Dive - July 23rd, 2022 [July 23rd, 2022]
- Back Issues: Connecting with the past via historical objects - Stuff - July 23rd, 2022 [July 23rd, 2022]
- Hidden MrBeast Video Sees the Popular Millionaire Put Over $50,000 on the Line for His Fans - EssentiallySports - July 17th, 2022 [July 17th, 2022]
- Some of the internet's most homoerotic content is on The History Channel's YouTube? - Queerty - July 17th, 2022 [July 17th, 2022]
- A Twitter test will remind you to add alt text to images - TechCrunch - July 17th, 2022 [July 17th, 2022]
- Beyonc's 7th Studio Album Renaissance is About Release on The 29th of July - Daily Music Roll - July 17th, 2022 [July 17th, 2022]
- Repairing an old thing is a small act of defiance against disposable culture - The Irish Times - July 17th, 2022 [July 17th, 2022]
- Warzone players slam the dumbest Perk in the history of CoD - CharlieINTEL.com - July 17th, 2022 [July 17th, 2022]
- Tatsuki Fujimotos Just Listen To This Song Is A Lesson In Love And Buddhism - DualShockers - July 17th, 2022 [July 17th, 2022]
- Required Documents - School and Student Services by Community Brands - July 3rd, 2022 [July 3rd, 2022]
- Dr. Strange: Can the Multiverse Really Work as a Plot Device? - Walter Bradley Center for Natural and Artificial Intelligence - July 3rd, 2022 [July 3rd, 2022]
- Sophia Mirzas daughters say living with father happily - The News International - July 3rd, 2022 [July 3rd, 2022]
- Warning for MILLIONS of iPhone users before going on holiday this year... - The US Sun - July 3rd, 2022 [July 3rd, 2022]
- Interview: The Vamps Celebrate 10 Years At The Top! - CelebMix - July 3rd, 2022 [July 3rd, 2022]
- The powerful lesson I learned watching my father die - Sydney Morning Herald - July 3rd, 2022 [July 3rd, 2022]
- How to Sign Up for Amazon Primes Free Trialand Save Big Ahead of Prime Day in 2022 - Yahoo Life - July 3rd, 2022 [July 3rd, 2022]
- Firoz Hasan of Free Motion stands by flood affected Sylhet and Sunamganj - The Daily Star - June 29th, 2022 [June 29th, 2022]
- Almost Quote the Movie Serena Williams Fangirls Over Iron Man as She Dons Similar Pair of Glasses Ahead of Her Wimbledon Championships 2022 Campaign... - June 29th, 2022 [June 29th, 2022]