Chris chappell là ai

One of Google’s svào advantages in the world of online video has been the sheer kích cỡ of YouTube: currently, the site has more than 2.3 billion monthly active sầu users và over 500 hours of nội dung uploaded every minute. Now, Google & YouTube are hoping to lớn leverage some of that heft as it goes head khổng lồ head with TikTok.

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Shorts, YouTube’s TikTok rival for building 60-second videos phối khổng lồ music that launched first in India & then expanded khổng lồ the U.S., is now opening up in three more regions — the UK, Canada and Latin America. And alongside that, YouTube is turning on a new feature: users will now be able to dip inlớn the wider YouTube catalogue when creating their videos.

The rollout khổng lồ new countries is starting today & will be fully live by the over of June, a spokesperson tells me.


The geographic và feature expansions underscore how Google continues to double down on the shorter Clip format khổng lồ capture some of the audience that might otherwise go lớn TikTok — or, indeed, rival products from the likes of Instagram (Reels), Snapchat (Spotlight) or others — for their quick-shot fix.

It’s not clear how well that is playing out in terms of engagement or creators just yet: YouTube tells me that the YouTube Shorts player — which appears as a bar on the YouTube app — now has passed 6.5 billion daily views in the countries where it is available.

YouTube is not disclosing creator numbers, nor is it disclosing active sầu user numbers of Shorts itself. (But it has definitely built out a channel for incentivizing them: last month it launched a $100 million creators fund to lure more people to build nội dung in its new channel.)

The company declined to lớn say whether it plans lớn launch a standalone Shorts app at any point, but it’s in the process of improving user experience for people through the YouTube ứng dụng. You can now scroll vertically from one Short lớn the next, not unlike how you would on TikTok, và you can get khổng lồ Shorts directly from a tab on the app.

Shorts is still technically in beta, & so it’s khổng lồ be expected that YouTube will be adding in a lot of new features in the coming months as it watches how it gets picked up, or what people decry is lacking.

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YouTube tells me, for example, that the ability to sample licensed music had been getting slowly expanded và rolled out in India và the U.S. in the past few weeks. If you are able khổng lồ access shorts UK và you get access lớn Shorts as of today, you will be able khổng lồ use the audio feature, too.

That licensed music trove sầu now numbers millions of songs, YouTube said, from 250 labels and publishers, including Universal Music Group’s labels and publishing companies, Sony Music Entertainment và Publishing, Warner Music Group & Warner Chappell Music, Believe sầu, Because Music, Merlin, Beggars, Ditlớn, AEI, The State51, Kobalt và more. (To be clear: this was the same number và các mục that it had last month, no new updates there.)

In addition to this, YouTube has added in other features since it launched. For example, it now lets creators add text, captions & graphics overlays on Shorts videos; sample audio from other Shorts; clips from your phone’s gallery; và filters for color correction — a template that will be expanded with more effects over time, YouTube said.

But within that context, it will be interesting lớn see the impact of adding audio và đoạn phim from across all of YouTube — we’re talking billions of videos here — will have sầu on how Shorts gets used và how it evolves.

This will mean not only music from creators, but all kinds of Clip segments that may have already gone viral, or may get their 15 minutes of fame as a result of one great Short.

Conversely, Shorts viewers và would-be creators will also be able khổng lồ cliông xã through directly khổng lồ the original nội dung, and information about a creator, that was used in a Short — a key detail that should matter khổng lồ those who have sầu felt that originators of memes, dances, songs và other creator content sometimes get lost in the mix in a lot of what you see on viral đoạn Clip content platforms lượt thích TikTok’s (although it too has made it easier khổng lồ find & links through, & credit original creators).

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The network effect for a platkhung like YouTube is particularly compelling here, if the right audience takes YouTube up on what it is offering khổng lồ them. At a time when TikTok remains a relatively new phenomenon, & there remains the question over how regulators will treat the Chinese-owned ứng dụng longer term in countries like the U.S., there is a lot still khổng lồ play for.