Concerns arise at YouTube as Shorts potentially disrupts the traditional longer video format
Recently, the high-ranking executives of the YouTube service held meetings to discuss the risk that long-form videos, which bring in more revenue for the company, will “die out” as the leading format in the foreseeable future. Internal data reveals that creators are creating fewer long-form videos due to a lack of user interest.
This change has an impact on ad revenue. Longer video attachments allow for more advertising and a higher click-through rate for e-commerce ads. Like viewers, advertisers are increasingly favoring short-form content, especially for product placement.
The announcement of this change comes after YouTube reported a decline in ad revenue in three of the last four quarters, despite overall earnings rising. The site has started cracking down on ad blockers, while YouTube Premium has seen price increases in the US.
YouTube asserts that Shorts are meant to complement, rather than compete with, other formats used by creators on the platform, such as audio and live video.
Ultimately, the user’s preference for short-form video is evident and clear. Even YouTube Music is embracing this trend with user-generated Samples.
YouTube must embrace the shorter format or else risk losing the competition to TikTok and Instagram Reels. We are already witnessing the long-term impact of changes in user behavior and demands, as reported by 9to5Mac.