Alphabet-owned YouTube and Facebook-parent Meta both added
short-form video sharing formats to their services after TikTok -- which late
last year said it topped a billion users -- became the rage.
YouTube Shorts went live less than two years ago, adding videos
of no longer than 60 seconds to the mix of offerings on the platform.
"Shorts has really taken off and are now being watched
by over 1.5 billion logged-in users every month," said YouTube chief
product officer Neal Mohan.
"We know the product will continue to be an integral
part of the YouTube experience moving forward."
YouTube last year launched a $100 million fund to
"reward creators" whose video clips attract audiences to the online
stage.
YouTube has also put the Silicon Valley tech titan's
advertising skills to work helping creators generate income from content on the
platform, which brought in billions of dollars in revenue in 2021.
Creators are taking advantage of podcasting, shorts, and
live streaming at YouTube in a "multi-platform approach," said vice
president of the Americas Tara Walpert Levy.
"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," Levy said.
She billed YouTube as a one-stop shop for people to
"flex their creative muscles."
TikTok, owned by China-based ByteDance, early this year
began letting users upload slightly longer videos, raising the maximum length
to 10 minutes from 3 minutes.
YouTube, Meta, and TikTok compete to be the platform of
preference from popular online personalities with revenue making features such
as subscriptions or shares in ad revenue.
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