4-4-2024 (SINGAPORE) According to Niharika Kapoor, Asia-Pacific lead for Shorts scaled partnerships, average daily views for the video format YouTube Shorts surged by over 130% year-on-year in Southeast Asia as of July 2023.
YouTube Shorts, which are 60 seconds or less in duration, are attracting new creators to its global YouTube Partner Program (YPP) as it seeks to rival the burgeoning popularity of TikTok.
Ms. Kapoor highlighted that the average daily log-in viewers of YouTube Shorts also experienced significant growth, surpassing 35% year-over-year in Southeast Asia.
In Thailand, Ms. Kapoor noted a remarkable surge in content across various categories on YouTube Shorts, including lifestyle, travel, food, tech, beauty, and arts and craft.
Launched in 2021, the YouTube Shorts video format now garners an average of over 70 billion daily views worldwide, providing new avenues for content creators to monetize their work.
Thomas Kim, product director for YPP, reflected on YouTube’s commitment to revenue sharing with creators over the past 16 years, with more than 3 million channels currently enrolled in the program. He disclosed that YouTube has disbursed over US$70 billion to creators, artists, and media partners through the YPP programme in the last three years.
Todd Sherman, product lead for YouTube Shorts, highlighted the platform’s efforts to support creators by introducing revenue sharing on shorts ads and enabling shorts creators with 1,000 subscribers and 10 million shorts views in the last 90 days to join the YouTube Partner programme.
Sherman emphasized the importance of providing creators with choices, allowing them to focus solely on Shorts or explore different formats while still earning revenue.
Since the introduction of revenue sharing on Shorts, over 25% of channels in the YouTube Partner programme are now earning through this revenue stream, demonstrating the platform’s growing popularity among creators.
Sherman reiterated the thriving community of creators on YouTube Shorts and highlighted the platform’s recent introduction of live streaming.
