‘YouTubers make fewer long videos and focus more on shorts’

According to employees of the Google subsidiary, creators on YouTube are making fewer long videos and more shorts, the Financial Times writes. According to the employees, this threatens Shorts to cannibalize its own platform.

Users are said to watch fewer long videos, while companies also ask for short videos more often for sponsorship deals. reports the Financial Times. As a result, creators have a double incentive to make fewer long videos and focus more on Shorts. That is YouTube’s short video format and such a video lasts a maximum of one minute. With Shorts, YouTube wants to compete with TikTok and Instagram Reels.

Creators and YouTube earn more from advertisements around long videos, because there are more places for advertisements. YouTube’s push towards Shorts would therefore also have cost revenue from advertisements in recent years. YouTube features Shorts prominently on its various pages. According to FT, up to 10 percent of creators use the built-in video editing tools in Shorts.

YouTube does not directly confirm the information, but points out in a response that Shorts is intended to complement other formats. “This is not a zero-sum game, where only one video format can win. Offering various formats creates a virtuous circle that leads new viewers to different formats.”