What you need to know
- YouTube says it now has 1.5 billion monthly Shorts viewers.
- Shorts is the platform's answer to the success of TikTok.
- The company says that longer-form content remains the best way to engage with viewers.
YouTube has today announced that it has 1.5 billion monthly logged-in listeners for its TikTok rival Shorts.
As reported by TechCrunch:
As the report notes, TikTok is aiming for the same milestone this year, possibly indicating YouTube may have surpassed the short-form sensation.
Tara Walpert Levy, YouTube's Vice President of the Americas said that long-form content "remains the best way for creators to deeply engage and develop long-term relationships with their audiences" but that Shorts offered "an exciting, new way to be a part of a viewer's journey and to introduce themselves and their whole portfolio to new audiences."
YouTube offered some select case studies of proof that combining short and long-form content was key to growth rather than just one or the other:
Shorts and platforms like TikTok have rocketed to popularity on devices like the iPhone 13 and Apple's other best iPhones because of their short, snappy, and engaging formats and endless scrolling, combined with algorithms that can serve up more relevant content to most users.
As the report notes, interestingly, TikTok is trying to move in the other direction toward YouTube's longer-form content, and now allows users to create 10-minute vides on the platform. Instagram has also tried to muscle in on TikTok's success with its own Reels feature.
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Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.
Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9