YouTube has given hints in the past that its Shorts are successful, but it is now evident what exactly those hints meant. According to a report by TechCrunch, YouTube has disclosed that its Shorts section currently has more than 1.5 billion active, signed-in users on a monthly basis. As a point of reference, Shorts’ archrival TikTok had amassed 1 billion monthly users as of September 2021, despite the fact that it had been available for a far longer period of time (and served as the impetus for the very inception of Shorts).
It would appear that YouTube’s more traditional videos have benefited from using the short-form format as well. According to Google’s data, producers who submit both shorter and longer movies to their channels are seeing greater success in terms of subscriber growth and total watch time compared to those who just upload longer videos. YouTube saw this behavior as a reflection of the “reality of today’s user,” which they define as the inclination to watch different types of material in different locations and at different times. During your commute, you might view a short movie, but while you’re eating lunch, you might watch a longer film.
It is very evident that the purpose of the statistic is to present Shorts as a major competitor for TikTok and Instagram Stories. It is also possible that it will attract creators who were previously skeptical that Shorts could help them generate money. The announcement, on the other hand, avoids directly addressing the growing degree to which different items compete with one another. TikTok has just increased its maximum length limit to ten minutes, while Instagram previously offered users the ability to watch videos that were up to 10 minutes long. It’s not just YouTube that offers videos in a range of resolutions.
Having said that, YouTube’s pitch for the monthly subscriber count shows distinct objectives, which brings me to my next point. It views Shorts as a method to encourage creators’ long-form work, whereas Instagram and TikTok see long-duration videos as options for social media stars who generally focus on smaller material. This is because It sees Shorts as a way to boost creators’ long-form work. YouTube is not necessary focused on outperforming its competitors in every statistic; rather, it merely has to demonstrate that their Shorts are popular enough to assist in the expansion of channels.