The rise of TikTok has resulted in an explosion of short-form content all across the internet. YouTube has also cashed in on this phenomenon with its immensely popular YouTube Shorts feature.
The rapid growth of YouTube Shorts globally is largely attributed to its success in India. Many international content creators have over 80 percent of their audience based in India, according to a Wall Street Journal report.
TikTok’s Indian user base of over 200 million was left with few alternatives when the ban was enforced in June 2020. YouTube shorts proceeded to fill the void left by TikTok, and is currently the most popular medium for the consumption of short-form content.
YouTube has now reportedly set its sights on the US, where TikTok remains the most popular short-form video platform for users, creators, and advertisers alike. Data platform company Inmar Intelligence reports that American companies consider YouTube Shorts the second most lucrative market for advertising after TikTok.
Being unable to employ its usual monetisation system for short, portrait-mode videos, YouTube had created a $100 million fund to reward content creators on the platform for making original Shorts.
Though it may not act as a stable source of income for creators, it has aided thousands of them in getting their channels discovered and promoting their other socials. YouTube has also taken a page from TikTok’s book by adding filters, effects, and even a ‘green screen’ feature.
(With inputs from The Wall Street Journal and The Verge)