YouTube is a pillar of Google’s business, generating more than $28 billion in advertising revenue last year. 𝘛𝘪𝘬𝘛𝘰𝘬 🥊 𝘩𝘢𝘴 𝘵𝘩𝘳𝘦𝘢𝘵𝘦𝘯𝘦𝘥 𝘠𝘰𝘶𝘛𝘶𝘣𝘦 𝘥𝘶𝘳𝘪𝘯𝘨 𝘵𝘩𝘦 𝘱𝘢𝘴𝘵 𝘧𝘦𝘸 𝘺𝘦𝘢𝘳𝘴 🥺 , causing the highest quarterly download for any app ever. Here’s how both companies are trying to reach media supremacy! 📺
🤜 𝗦𝗶𝗺𝗽𝗹𝗶𝗰𝗶𝘁𝘆: Short vertical videos are catching the attention and generating high demand that has creators scrambling to build nice and easy-to-produce content, causing a strong network effect.
🤜𝗧𝗿𝗲𝗻𝗱𝘀: Trending topics have captured younger generations through the “for you” and “suggested research” feeds. The users can also follow songs and sounds in TikTok. The combination of dancing, music and popular topics is a burst of dopamine. The music industry has even allied with the platform by incorporating new song bits to trends, generating massive consumption. Meanwhile: YouTube also has a trend section, but the UX falls short.
🤜𝗜𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻: People interact more with TikTok videos because they last less than a minute. The recommendation algorithm considers watched time, clicks, comments, tags, and other interactions to give you a relevant feed, making it addictive. — Meanwhile: YouTube has long videos, between 5 minutes to hours, limiting interaction.
🤜𝗦𝗼𝗳𝘁 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴: Ads seem like just another video. They blend with the rest of the content until they are indistinguishable. — Meanwhile: YouTube ads could interrupt your video many times.
🤜𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝘀𝘁𝗿𝗶𝗸𝗲𝘀 𝗯𝗮𝗰𝗸 𝘄𝗶𝘁𝗵 𝗦𝗵𝗼𝗿𝘁𝘀: Since YouTube launched Shorts, its short-video service, about two years ago, 1.5 billion people have tuned in monthly. — Meanwhile: The young TikTok has over 1.6 billion monthly active users.
🤜𝗣𝗿𝗶𝘇𝗲 𝗽𝗲𝗿 𝘃𝗶𝗲𝘄: YouTube pays more money per view than TikTok. A video with 100,000 views could earn between $100 and $2,500. Actually, we can see YouTube’s generosity in other figures: 50% of its revenue in the last 10 years has gone to creators. — Meanwhile: TikTok pays less than one-tenth for the same number of views.
Finally, let’s mention the new short-video competitor: Instagram Reels, which has gained 20% of the user share of time, leveraging two billion active Instagram users.
After years with the same product, YouTube now faces a competitor over user and creator share of time. In the near future, it looks like video platforms will offer similar products till a new disruptor arrives, like in the 𝗛𝗼𝘁𝘁𝗲𝗹𝗶𝗻𝗴 𝗹𝗶𝗻𝗲𝗮𝗿-𝗰𝗶𝘁𝘆 𝗲𝗰𝗼𝗻𝗼𝗺𝗶𝗰 𝗺𝗼𝗱𝗲𝗹.🤓
“Our creators want fame or fortune or creative expression, ideally all three,” said Tara Walpert Levy, vice president of Americas at YouTube.