YouTube shorts ads feature musicians: BTS, The Weeknd, Camila Cabello
Since YouTube, a long-time destination for longer videos, wanted to satisfy users’ desire for short videos and watched social platforms like Instagram and Snapchat introduce their own copycat TikTok features, YouTube began introducing shorts in India in September 2020, where it started to surpass 6.5 billion daily views. In March 2021, YouTube brought shorts to the United States. From January to early August, views for short YouTube videos rose 153%, according to exclusive data from Tubular Labs.
The popularity and audience of shorts have only grown since then. Now that the feature is available in more than 100 countries, its videos are viewed more than 15 billion times a day, Sundar Pichai, chief executive officer of Google’s parent company Alphabet, said on the company’s second quarter results in late July.
In May, YouTube announced a $ 100 million YouTube Shorts Fund to monetize YouTubers and get them to use the new format with original content. Thousands of YouTubers are eligible for payments ranging from $ 100 to $ 10,000 each month, depending on viewership and engagement. The fun started last week and Creators will receive their first payouts this month.
With YouTube Shorts’ first major global campaign, it comes as no surprise that the platform highlights the popular music available to users. YouTube has long been known as the best internet source to follow artists and watch their latest music videos. YouTube has licensing agreements with industry giants such as Universal Music Group, Warner Music Group, Sony Music and others and has long celebrated musicians as a core part of its platform. It’s shorts feature continues to celebrate these artists.
“With shorts, we’re focusing on giving artists another valuable opportunity to grow their audiences and reach new fans on YouTube,” says Ropert.
Conversely, as TikTok matured in the U.S. market, the app had its own struggles over music licensing, even to the point where the National Music Publishers’ Association threatened to sue it for copyright infringement, i.e. That said, TikTok users can also create videos of all the artists’ popular tunes featured in YouTube’s new Shorts campaign, as the app now has deals with many of the same companies like YouTube, such as Universal Music Group and Sony.