2TikTok The dominant position of global short video may be YouTube take

source ： Zero state LT（ID：LingTai_LT） author ： Gu nianqiu edit ： Hu Zhanjia operating ： Chen Jiahui

6 Mid month ,YouTube Release a message , Point out that there are more than per month 15 Millions of people watched it Shorts Video service . It means , Short video field TikTok The pattern of one big company is changing .

TikTok Night hit the , Short video has impacted the pattern of mobile entertainment products , It also gives video giants more inspiration . At the moment , The impact of the giants has paid off .

YouTube Shorts（Youtube Its short video community ） In the last year 3 Monthly online , For no more than 60 Second video creation . More than a year , with YouTube Own flow ,YouTube Shorts Your monthly life has reached 15 Million people .

▲ chart ：Youtube Its short video community

TikTok No monthly active user data for this year has been released . Last September ,TikTok Announced that the number of monthly active users exceeded 1 Billion . Analysts predict , First half of this year TikTok The monthly life should exceed 1.5 Billion . In terms of scale ,YouTube Shorts Caught up in the monthly living TikTok, Even reverse the trend .

“ Short videos are really popular , Now every month there are more than 15 Billion users watch .”YouTube Neil, chief product officer · Mohan (Neal Mohan) Talk about Shorts The success of , It also clearly indicates YouTube Our business turns to ,“ We know this product will continue to be YouTube An integral part of moving forward .”

The challengers are going to TikTok Waving a flag .

TikTok Has the earliest short video creator , these KOL Also began to YouTube Development . Since last year ,YouTube Just launched a 1 A billion dollar fund , Used to reward creators , The aim is to attract more short videos “ Experts ” in YouTube. Besides ,YouTube More internal resources tend to give short video communities .Youtube Encourage long video creators , Realization “ Multi genre profit ”, It means that the same video content can be used to create both short video and long video .

YouTube Tara, vice president of the Americas · Walpert · Levy said ：“ in fact , Platforms that synchronize short and long videos will have better viewing time and subscriber growth than channels of a single video type .”

YouTube Not the only one who covets TikTok People of high status , All the giants want to share a piece of the big cake in the short video .

Meta To launch the Reels Rapid development ,Instagram The short video function of is popular in many countries . Whether it is graphic experience or long video operation strategy , Based on their own advantages , The short video market is not difficult to break through .

After the setback in the Indian market ,TikTok India's short video market has fallen . More global Internet players are trying to fill the gap TikTok The blank of short video market in India . except Instagram In addition to occupying a leading position in the Indian market ,Google Also chose to invest in India's local short video platform Mohalla.

“TikTok The ultra-high speed development has brought pressure to Internet companies all over the world . In the last three years , Pressure changes into power , Short video has become a common genre on various platforms .” An American financial worker turned to zero LT（ID：LingTai_LT） This describes the short video platform ,“ Three years ago ,TikTok Undoubtedly, it is the only leader in the short video industry . Now? , Maybe it's still , But it's not as powerful as before . future , Everyone says it's not necessarily .”

TikTok Also trying to save themselves . Not only defend the leading position of short video track , What is more important is to ensure the sustainable development of the video platform .

In terms of user attraction ,TikTok It is still in an advantageous period .2021 year ,TikTok On screen usage time , Every month 26 Hours overwhelmingly surpass other competitors . Creation of the same material , The effect of short video is better , For example, video creator Jenny Lopez once shared , The same video , She is in Twitter Got it. 200 Ten thousand times watching （4500 Thousands of fans ）, and TikTok Got it. 7100 Ten thousand times watching （500 Thousands of fans ）.

short 、 flat 、 Fast is the advantage of short video , It has also become the limitation of the development of short video .TikTok In this year , Have already put 60s The video length limit of is adjusted to 10 minute , It marks the TikTok Expand the creative content from short video to medium video track . Look at it from another Angle ,TikTok This move is also a concession to the status of short video —— The Internet does not always win , The first place to be surpassed is a more common story .