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YouTube Shorts surpassed 50 billion daily views, a bright spot for Alphabet as it faces fierce competition from TikTok and declining ad revenue

Hand holding phone with YouTube shorts logo and money flying around 2x1
YouTube Shorts logo.
YouTube; Rachel Mendelson/Insider

  • YouTube Shorts now sees more than 50 billion daily views, up from 30 billion the year prior. 
  • The short-form video format was launched in 2021 as a response to TikTok. 
  • Beginning February 1, YouTube enabled creators to generate ad revenue from their Shorts videos.
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YouTube Shorts has surpassed 50 billion daily views, up from 30 billion a year ago, Alphabet CEO Sundar Pichai said Thursday during the company's fourth-quarter earnings call.

Shorts' growth was a rare bright spot for a quarter in which Alphabet saw declining revenue in segments like Search, YouTube, and advertising. YouTube in particular saw its second consecutive quarter of year-over-year revenue decline.

YouTube generated just under $8 billion in revenue, down from $8.6 billion in revenue this time last year. Like other tech giants suffering from slumping ad revenue, Alphabet attributed the decline to a pullback in spending from advertisers over concerns a recession might be looming. It's also facing major competition from rival TikTok — Shorts is a near identical clone to the short form video app. 

The announcement of strong Shorts viewership comes just a day after YouTube enabled creators to share in advertising revenue from short-form videos with the company. Once accepted into the YouTube Partner Program, creators will receive a cut of revenue from the ads that appear against both long and now short-form videos. Some creators are already contemplating moving more of their content over to YouTube Shorts from TikTok because of this.

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This provides potential for YouTube Shorts if the company can draw people away from TikTok. TikTok is privately owned, and it's unclear exactly how many views it sees each day. The company said in September 2021 that it had a billion monthly users. TikTok CEO Shou Zi Chew had said the app was on track to generate $10 billion in revenue in 2022.

It's "early days" for Shorts, Google's chief business officer, Philipp Schindler, said on the call. Still, YouTube has long been considered the gold standard for video creators when it comes to making money as they can take a direct cut from advertising revenue. It's possible that strong Shorts adoption is part of the reason why YouTube's overall revenue has declined — the short format didn't feature ads until recently, so their rollout could help stem the decline. 

Schindler described YouTube as "the only destination where creators can produce all forms of content across multiple formats, across multiple screens, and really, with multiple ways to make a living." He added that Alphabet's goal was to "make YouTube the best place for Shorts and creators."

Other apps like Snapchat and TikTok have rolled out creator funds, but those are essentially the companies creating fixed pools of money and distributing it out based on factors like overall views. Creators have complained that these programs are opaque and payouts are meager

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Meta is contemplating the possibility of sharing ad revenue with creators after years of resistance, The Information reported. Instagram, which Meta owns, has its own short-form video product called Reels.

On February 28, Axel Springer, Business Insider's parent company, joined 31 other media groups and filed a $2.3 billion suit against Google in Dutch court, alleging losses suffered due to the company's advertising practices.

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