YouTube Shorts Tries To Pull Away Viewers from competitor TikTok

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As Mint Message has pointed out before and as Financial Times has pointed out in one of their news articles, YouTube is offering financial incentives for those who are creating short videos with the hope of luring people away from their social media rival TikTok. TikTok tends to be more popular among young users, so Google's parent company Alphabet hopes that Shorts will continue to make YouTube viable for the younger demographic and attract short content creators since they can now earn ad revenue from posting their new shorts or old TikTok videos onto YouTube. According to Nicky Rettke, the vice president of product management at YouTube, the short-form feature at YouTube has grown quickly over the past two years and YouTube hopes it will continue to grow.

We have seen more viewer growth with Shorts, and that creates more inventory for us and more opportunity for advertisers. - Nicky Rettke, VP of product management at YouTube

YouTube Shorts has hit over one billion five hundred million monthly logged-in viewers which represents three-quarters of the overall viewer base of the YouTube platform. When it comes to TikTok, a content creator earns about 3 cents per thousand views on average. Meanwhile, on YouTube shorts, you get about 4 cents per thousand views, which is better earnings than TikTok by a small margin. On top of that, YouTube Shorts has access to the Indian market, something TikTok does not have since it was banned in the nation of India due to its connections to China.

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