YouTube staff reportedly expressed concerns about the platform’s short video platform commonly known as Shorts.
According to The Financial Times, its TikTok competitor is potentially eroding its dominant long-form content.
-YouTubes legacy media-
YouTube’s legacy format is the long video format, which has been the primary revenue source for nearly two decades.
Moreover, the Financial Times highlights that YouTube’s ad revenue had experienced a continuous year-over-year decline for three consecutive quarters.
However, this has experienced recovery in the recent quota findings for the video platform.
-Plans to monetize Shorts-
Nevertheless, YouTube is currently strategizing on how to generate more ad revenue from YouTube Shorts.
While long-form content allows for more ad placements per video, the rise of short-form content has led content creators to upload fewer lengthy videos.
Admittedly, this situation has caused unease among YouTube staff, according to the Financial Times report.
Despite any reservations among YouTube’s senior staff, the platform must support YT Shorts as it faces inevitable growth and expansion.
-New features on YouTube Shorts-
Consequently, this growth entails introducing new features such as AI summaries and NFL highlights.
Additionally, YouTube may need to make concessions in other areas of Google’s business to maintain support from various industries.
Furthermore, investing in Shorts’ creators and incentivizing them to produce exclusive content for YouTube’s platform is part of the strategy.
The platform is currently experiencing organic growth that is uniquely different from TikTok but backed by its long video legacy background.
Inadvertently, this worry from YouTube staff might be a result of the general expectations for the platform ‘Shorts’ not competing effectively.
-Nobody expected Shorts to grow-
This phenomenon is distinct from Alphabet Inc.’s corporate culture on corporate competition.
The company has been historically known to start projects for a competitive edge only to discontinue over the lack of a user base.
A classic example would be Alphabet’s efforts to create a messaging platform that rivals Apple’s iMessage.
It is however interesting to see the next step YouTube staff takes after the clear indication of ‘Shorts’ inevitable rise and dominance.