As TikTok faces regulatory scrutiny, YouTube has recognized an opportunity in the short-form video market, particularly through its platform YouTube Shorts. During a recent earnings call, Google's SVP highlighted a significant increase in ad revenue from Shorts, noting that monetization rates are catching up to long-form content. Advertisers are also being encouraged to shift their budgets to Shorts, as it becomes increasingly popular among Gen Z. Predictions suggest that by 2025, a large portion of users on both platforms will be from the same demographic, indicating a potential market reshuffle.
Even without specifics, it's tough to ignore the likelihood that uncertainty over TikTok's fate in the U.S. has played a role in that surge.
In 2024, the monetization rate of short relative to in-stream viewing increased by more than 30 percentage points in the U.S. and we expect to make additional progress in 2025.
Collection
[
|
...
]