MANILA, PHILIPPINES — One year ago, YouTube introduced Shorts in the Philippines to further its mission to give everyone a voice and help creators grow their audiences and be inspired by new video formats. Since its inception, YouTube Shorts has grown a community of more than 1.5B monthly logged-in users globally.
At the heart of YouTube’s journey are the voices of its creators and artists. When YouTube introduced Shorts, they knew that they were bringing an important new format to the YouTube repertoire. For artists, the path to success has never been more demanding, that’s why products like Shorts was designed to make YouTube a place for them to connect with their fans and grow long-term, sustainable music careers.
YouTube has been hard at work in innovating and refining product features that the community knows and loves, in order to incorporate its new video format into the broader YouTube experience. Here are some recently launched highlights:
Video remixing
Utilizing content from the world’s largest video library, creators on YouTube can put their own spin on the content they love from YouTube using the latest video remixing features, Cut and Green Screen, to Shorts on iOS (coming to Android soon). Cut allows creators to use a 1-5 second video segment from any eligible VOD or Short in the creation of new Shorts content. Green Screen, on the other hand, allows60-second video segments from any eligible VOD or Short to be used as a background.
Multiformat analytics
Evolving in-depth analytics, a new design for YouTube Analytics was recently rolled out, allowing creators and artists to see insights and performance data for specific content across our different video formats: VOD (video on demand), Live, and Shorts. This allows them to individualize and optimize their content strategies more effectively to make the most of the platform for both reach and revenue opportunities.
As YouTube introduces new products, the platform sees the rise of multiformat creators and artists, a new trend unique to the platform. Moving seamlessly between different video formats on YouTube — from Shorts, Longform, Live, and Audio — these multiformat creators and artists create an infinite flow of content combinations to maximize their creativity, reach, community connection, and revenue. This interplay between video formats mirrors the reality of today’s viewer, who expect content to suit their active lives, varied interests, and wide-ranging attention spans.
This approach is yielding real results for both our creators and artists. These include over 100B generated views for Shorts containing content from long-form videos in April 2022, along with a better overall watch time and subscriber growth for artist and creator channels who upload both Shorts and long-form videos, relative to those who only upload long-form
Neal Mohan, YouTube’s chief product officer, said, “Shorts have become an essential part of the YouTube experience for our creators and viewers. Now being watched by over 1.5B logged in users every month, the product is growing, thanks to the creativity of our community. While we’re still at the beginning of our journey with Shorts, we look forward to continuing to innovate the product so our creators can continue to express themselves, connect with their audiences, and increase their reach and revenue opportunities on the platform.”
Lyor Cohen, YouTube’s Global Head of Music, said, “Everybody knows that our mission at YouTube is to become the leading revenue generator for the music industry. Money is great, but it’s not enough. Building artist fandom is equally important. We want YouTube to be the place for artists to connect and create meaningful relationships with their fans and grow long-term, sustainable music careers; Shorts, combined with long-form video, are proving to be a critical way to do that. It’s our job to make sure that once fans find their life’s soundtrack on Shorts, they are met with prompts that encourage them to dive deeper into an artist’s repertoire. YouTube is the only platform that can bring that experience to reality and we are all in on making it happen.”
In the Philippines, multiformat content creators like Panlasang Pinoy, Joyce Pring, and Coach Lyqa are using YouTube Shorts to join the next wave of the creator economy.
