YouTube Shorts Is Big in India—But Can It Dethrone TikTok in America?
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
YouTube Shorts has gained major traction in India, where its primary competitor, TikTok, is banned—and YouTube executives are hoping the service can parlay that momentum over to the States.
Shorts creators are reaching large audiences in India, a nation of more than 1.4 billion people, the Wall Street Journal reported on Monday. The Google-owned short-form video platform—which recently surpassed 1.5 billion monthly users—initially launched in India in September 2020; within months of that launch, Shorts was racking up more than 3.5 billion views daily, YouTube CEO Susan Wojicki told the Journal. YouTube subsequently rolled out Shorts in the U.S. in March 2021 and has since focused on growing the service as a competitor to TikTok.
While YouTube has not released country-specific user data and metrics, executives told the publication that India remains one of Shorts’ biggest markets. That’s likely been aided by India’s decision to ban TikTok—which is owned by Chinese tech firm ByteDance and bases its U.S. operations in Culver City—in June 2020 due to national security concerns. Data security concerns continue to plague TikTok in the U.S. and other countries where it is allowed to operate, as well.
YouTube Shorts, in turn, continues to gain ground on TikTok. The Journal cited a June survey by data research platform Inmar Intelligence in which more than 29% of respondents identified Shorts as their preferred short-form video service, compared to only 25% in September 2021. TikTok, meanwhile, fell in popularity—with 44% picking it as their top choice in June, compared to 49% in September.
YouTube is now hoping that it can translate Shorts’ success in global markets like India over to the U.S., specifically among the younger users who have driven much of TikTok’s growth. The two firms are already competing on better ways to monetize their platforms for creators, while TikTok recently expanded its maximum video length to compete with YouTube for longer-form content.- TikTok, Snapchat, YouTube and Facebook: Who's Paying What for ... ›
- YouTube, TikTok Amp Up Creator Monetization Race - dot.LA ›
- Shorts International Ltd Sues Youtube Shorts for Copyright Infringement - dot.LA ›
- YouTube Breaks From Hollywood Model - dot.LA ›
- YouTube's New Ad Program Could Steal TikTok Creators - dot.LA ›
Kristin Snyder is dot.LA's 2022/23 Editorial Fellow. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.