YouTube Shorts is set to overtake TikTok
Image credit: visuals
After a long reign at the top of the short, vertical video game, competitor YouTube looks ready to knock them off the throne.
A few years ago, YouTube Shorts launched in the shadow of TikTok‘s huge success. Alongside Instagram Reels, it seemed that Shorts might just be an attempt to jump on the trend that TikTok had mastered: Vertical, short-form videos that be created and consumed in quick succession.
Three years later, and YouTube Shorts generate over 70 billion daily views and represent a huge focus for both creators and viewers. YouTube benefits from their already massive audience easily slipping over to the Shorts tab for some quick and easy fun.
Whilst YouTube wins for overall video consumption by far, TikTok still reigns when it comes to the short, vertical format. That may not be the case for much longer as YouTube Shorts appears to be catching up with TikTok in a large way.
New data from Luminate suggests that YouTube Shorts is closely chasing TikTok’s consumption rate in the United States. That is, among music listeners at least. The latest data from Q2 2024 shows that around 31% of music listeners use YouTube Shorts in the United States, fast encroaching on TikTok’s 33%.
Of course, this doesn’t represent all users of both platforms but indicates the impressive place that YouTube Shorts has carved in the vertical market. It’s particularly poignant as TikTok’s place in the U.S. remains under question. Were the U.S. government to decide to ban TikTok, YouTube Shorts is primed to take their place at the top of the vertical market, gaining a huge new audience.
Based on YouTube Music’s growth from Q3 2023, they are set to overtake TikTok regardless. In Q3 2023, YouTube Shorts was used by just 28% of music listeners in the U.S. according to Luminate’s data. Meanwhile, TikTok have stagnated at 33%, showing a lack of growth as Shorts climb.
However, TikTok have made a large push on artists and music this year. A number of new tools have enhanced artists’ place on the platform and offer more opportunities for artist and fan connections. They are clearly emphasising music artists more on the platform, but so far this doesn’t seem to be translating into better engagement with music listeners.
Upload your music to TikTok, YouTube Shorts, and Instagram Reels’ libraries. This allows your tracks to become the soundtrack to videos around the world, providing your music with next-level exposure and new revenues.