Since its inception, YouTube Shorts has grown a global community of more than 1.5 billion monthly registered users.
At the heart of YouTube's journey are the voices of creators and artists for whom the path to success has never been more challenging. As such, YouTube developed Shorts to make it THE place to connect with their fans and build a long-term, sustainable music career.
Neal Mohan, YouTube’s Chief Product Officer, said: “Shorts have become an essential part of the YouTube experience for our creators and viewers. Now being watched by over 1.5 billion logged-in users every month, the product is growing thanks to the creativity of our community. While we’re still at the beginning of our journey with Shorts, we look forward to continuing to innovate the product so our creators can continue to express themselves, connect with their audiences, and increase their reach and revenue opportunities on the platform.”
As the recent highlights of YouTube Shorts proves, the company innovated and refined product features:
Utilizing content from the world’s largest video library, creators on YouTube can put their own spin on the content they love from YouTube using the company’s latest video remixing features, Cut and Green Screen to Shorts on iOS (coming to Android soon).
Cut: The ability to use a 1–5 second video segment from any eligible VOD or Short in the creation of new Shorts content.
Green Screen: The ability to use up to a 60 second video segment from any eligible VOD or Short as the background for their original Shorts video.
Evolving the in-depth analytics, YouTube recently rolled out a new design for YouTube Analytics which allows creators and artists to see insights and performance data for specific content across the platform’s different video formats: VOD (video on demand), Live and Shorts. This allows to individualize and optimize content strategies more effectively to make the most of the platform for both reach and revenue opportunities.
As YouTube introduces new products, a unique new trend emerges, namely “the rise of the multiformat creator and artist”, who moves seamlessly between different video formats on YouTube – from Shorts, Longform, Live and Audio. These multiformat creators and artists produce an infinite flow of content combinations to maximize their creativity, reach, community connection and revenue. This interplay between video formats mirrors the reality of today’s viewer, who expect content to suit their active lives, varied interests and wide-ranging attention spans – and this approach yields real results for both creators and artists.
In April 2022, for instance, Shorts containing content sampled from long-form videos generated over 100 billion views. With the launch of Shorts, artist and creator channels uploading both Shorts and long-form videos are seeing better overall watch time and subscriber growth relative to those only uploading long-form videos.
Lyor Cohen, YouTube’s Global Head of Music, said: “Everybody knows that our mission at YouTube is to become the leading revenue generator for the music industry. Money is great, but it's not enough. Building artist fandom is equally important. We want YouTube to be THE PLACE for artists to connect and create meaningful relationships with their fans and grow long-term, sustainable music careers; Shorts, combined with long-form videos, is proving to be a critical way to do that. It's our job to make sure that once fans find their life’s soundtrack on Shorts, they are met with prompts that encourage them to dive deeper into an artist's repertoire. YouTube is the only platform that makes this experience a reality and we are ALL IN on making it happen.” (Source: YouTube)