Could YouTube Shorts Dethrone TikTok?
By Movieguide® Contributor
TikTok is the go-to app to satisfy Gen Z’s appetite for short-form videos, but it looks like YouTube Shorts might be giving the platform a run for its money.
“The share of self-identified music listeners in the US, ages 13 or older, who said they used YouTube shorts jumped from 26% to 31% between the second quarter of 2023 and Q2 2024,” a report from Luminate stated.
TikTok is still topping the list, with 33% of those surveyed saying they used the app during those quarters. However, that’s the same number they reported last quarter, meaning their usership has plateaued — and YouTube Shorts are filling the void.
“We’ve seen a huge spike in interest in YouTube Shorts this year compared to 2023,” Simon Friend, COO of the music-marketing firm Round Group, told Business Insider, adding that the dispute between TikTok and UMG drove many users to check out alternatives.
According to YouTube’s blog, Shorts have “an average of over 70 [billion] daily views since launching in 2021.”
YouTube is working to lure content creators over to Shorts; the blog emphasized how many views creators are getting on the app, and how that can translate into big bucks.
“It’s still early, but we’re starting to see creators’ passion pay off – since introducing revenue sharing on Shorts last year, more than 25% of channels in YPP [YouTube Partner Program] are now earning through this revenue stream,” YouTube wrote.
Movieguide® previously reported on YouTube Shorts:
As competition in short-form content heats up, YouTube Shorts has released new features that create an experience similar to TikTok and Instagram Reels.
Released only two years ago, YouTube Shorts has quickly become a major competitor in short-form content. Last month, Google revealed that 2 billion logged-in users watch Shorts every month, and the company is only getting started.
To further enable creators on their platform, YouTube is adding new tools for remixing, adding effects and stickers and improving the vertical live stream experience.
To support more creators, YouTube is also reducing the eligibility requirements to join the YouTube Partner Program, allowing more live video creators to earn money from the platform.
YouTube also revealed a new feature they plan to implement soon called “recomposition,” allowing creators to turn horizontal videos into Shorts. This tool will allow creators to adjust the layout of videos, zoom and crop a segment and use the new split screen elements.
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