In response to TikTok's rising popularity, especially post its ban in India, YouTube launched its short-form video feature, YouTube Shorts, initially targeted at the Indian market. The platform allows users to create 180-second vertical videos and quickly gained traction globally, amassing around 1.5 billion users and 70 billion daily views. Todd Sherman, the product lead of YouTube Shorts, emphasized the importance of India as a testing ground due to its large creative population and the prevalence of affordable Android devices. Shorts aims to attract TikTok's user base amidst its uncertain future in the U.S.
In developing YouTube Shorts, we wanted to give a whole new generation of creators a voice and offer an entertaining way to watch short videos.
India was chosen as the launch market for YouTube Shorts due to its large population of creative people and the prevalence of lower-end Android devices.
With TikTok's uncertainty in the U.S., Shorts aims to capture its audience as a compelling alternative, leveraging YouTube's established creator ecosystem.
I recognized the potential of short-form video since Vine, and TikTok's rise further validated our decision to launch Shorts.
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