But YouTube was still growing 3% compared with the same month last year - an impressive showing for a much older app than TikTok.Īnd as more TikTok creators simultaneously post their videos as YouTube Shorts to take advantage of the monetization, YouTube is hoping it will eventually drive them to post full-length YouTube videos (or "longs," as they are referred to internally at YouTube), a former YouTube executive said. In August, people spent an average of 73 minutes a day watching YouTube, the data showed. Recent data from Sensor Tower showed that YouTube had emerged from the growth of TikTok mostly unscathed. YouTube doesn't have to become the top short-form-video product, "but they just have to not lose," one former YouTube executive said. If YouTube has a successful short-form-video product - and one that makes creators more money - it can keep creators engaged with the platform.įor YouTube, winning would mean becoming a successful No. TikTok poses a threat to YouTube because it could cut off its funnel of up-and-coming creators. The company can sell a new vertical ad format to marketers as a package deal on top of the ads it's already selling for traditional long-form YouTube.īut the bigger play for YouTube is its ability to draw in more creators. Last year, YouTube generated $28.8 billion in revenue. It has a far more sophisticated ad-sales business than its rivals, especially TikTok. One advantage YouTube has in the monetization drive is its likelihood to be more capable of selling ads for short form than the competition. They spoke anonymously because some were under nondisclosure agreements, and others were not authorized to speak publicly about YouTube. Insider spoke with multiple former YouTube executives, creators, and media executives. More importantly, it could drive the oncoming rush of short-form creators to post long-form videos to rake in even more money. It won't start rolling ads out until next year, but conversations with former YouTube executives and media companies indicated YouTube could come out a winner in the short-form competition - even if it didn't displace TikTok. Whether YouTube can significantly change that remains to be seen. Numerous TikTok stars with huge followings have said their work on the platform nets them pennies in revenue. So far, short-form videos have proved to help creators build audiences quickly - but money is another story. The announcement kicked off an unofficial war for the monetization of short-form video. YouTube also lowered the bar for some creators to make money off YouTube, with fewer qualifications on subscribers and watch time and a new, lower threshold that the company is set to detail next year. The plan would give creators who are part of YouTube's Partner Program a 45% cut of ad revenue generated from their short-form videos. Last month, YouTube finally released its plans to drop ads into its TikTok competitor, Shorts. The dramatic rise of TikTok may have thrown its social-media competitors into a frenzy, but YouTube could come out on top by playing the long game. Media executives say YouTube can't overemphasize Shorts because long-form video still pays more.It needs to keep creators from posting exclusively to TikTok.YouTube can win the war for short-form video by showing creators it's a better place to make money.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |