Neal Mohan, YouTube's chief product officer, announced today that YouTube is preparing to launch a beta version of tiktok competitor short in the United States from March. In a blog post about the new features of YouTube in the coming months, Mohan said that the YouTube team will let more creators use shorts in the United States.
According to Mohan, the YouTube team's shorts test in India has been successful, and the feature has been available in India for several months. Since December, the number of Indian channels using the short authoring tool has more than tripled, and the YouTube short player now has more than 3.5 billion daily views worldwide, he said.
Reports that YouTube is developing tiktok competitors first appeared in April 2020, but YouTube did not launch shorts in India until September. After the explosive popularity of tiktok, the company is trying to figure out how to expand its creator population and 2 billion monthly users to mobile priority products, and instagram is doing the same. Shortly before YouTube launched shorts, instagram launched reels, causing two of the world's largest technology and social platforms to race to catch up with tiktok.
It's not surprising that YouTube is trying to get short into the hands of creators and users as soon as possible. By November 2020, tiktok's growth continued to soar, with three times as many users as in 2018. Like other companies, TikTok's business has been helped by COVID-19, enabling people trapped in their homes to participate in world without end new short videos and make their own short videos. It is predicted that tiktok's monthly active users will exceed 1 billion this year.
All of which helps explain why YouTube is looking for new ways to give creators the ability to continue making videos for the platform, rather than turning entirely to tiktok or reels). Mohan's blog also announced new monetization features, including applause, which will allow fans to buy one-time applause animations that appear at the top of the video. Creators can get a certain percentage of their income from each purchase.