Youtube Shorts – the TikTok YouTube-like short video feature launched almost two years ago – has become hugely popular. So far, it does not generate direct income. But YouTube touts the shorthand format as allowing creators to attract viewers for other monetizable content.
According to the video giant, YouTube Shorts now has more than 1.5 billion monthly logged-in users. That’s about three-quarters of YouTube’s total global base of more than 2 billion connected monthly users.
The figure is meant to be a flex showing the reach of YouTube Shorts – especially when compared to TikTok, the app owned by Chinese company ByteDance responsible for popularizing short videos. In September, TikTok claimed to have surpassed 1 billion monthly active users while a recent estimate by researcher eMarketer predicts TikTok’s MAUs at around 755 million for 2022.
According to YouTube, with the launch of Shorts, channels that upload both long videos and shorts (capped at 60 seconds) see longer overall watch time and subscriber growth than creators who don’t upload. only long videos.
“Although we are still early in our journey with Shorts, we know the product will continue to be an integral part of the YouTube experience in the future,” said Neal Mohan, Chief Product Officer, YouTube.
In April, YouTube Shorts averaged 30 billion views per day, up four times from a year ago, according to Google/Alphabet CEO Sundar Pichai. YouTube has tested the ads in Shorts and is focused on “closing the gap to traditional YouTube ads over time,” Chief Financial Officer Ruth Porat told analysts on the company’s earnings conference call. .
With the increase in the use of YouTube shorts, YouTube has identified a growing class of “multi-format creators”, who together use short and long form video, live streaming and audio to maximize the reach of their audiences. .
YouTube cited results seen by two creators adopting the multi-format model. Food and beauty designer Rosanna Pansino (13.4 million subscribers) has seen views on her main YouTube channel double year on year since she began actively posting short films, which now account for more 20% of its total views. Comedy vlogger Ian Boggs (5.2 million subscribers) has 4 billion lifetime video views on YouTube, and 73% come from his Shorts feed.
Feature-length content remains the best way for YouTubers to grow and engage long-term viewers, according to Tara Walpert Levy, YouTube’s vice president for the Americas. But, she said, YouTube Shorts offers “an exciting new way to be part of a viewer’s journey and showcase yourself and your entire portfolio to new audiences.”