Is YouTube the new Tiktok?

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1. The Rise of YouTube Shorts

YouTube’s introduction of Shorts was more than just a new feature — it was a strategic pivot. As TikTok began dominating mobile screen time with short, catchy videos, YouTube had to respond. Since its global launch in 2021, Shorts has grown to deliver over 5 trillion views, showing just how quickly users embraced the vertical format.

Shorts now support videos up to 3 minutes long and are heavily integrated into the YouTube app. For many creators, Shorts are now the fastest route to exposure. They're positioned front-and-center in the mobile interface, with autoplay and algorithmic discovery tailored to mimic TikTok’s viral loop.

2. Copycat Tools and Features

YouTube didn't stop at mimicking TikTok's video length. It has rolled out a nearly identical toolkit: sound libraries, templates, filters, captions, and even side-by-side “collab” videos. The intention is clear — make content creation on Shorts as frictionless as on TikTok.

Even more telling is YouTube’s introduction of features like “live gifting,” a monetization strategy lifted directly from TikTok’s playbook. These additions are helping YouTube position itself as a one-stop social video shop, where creators can do everything from Shorts to full-length vlogs — all under one roof.

3. Monetization Powerhouse

Unlike TikTok’s often-criticized Creator Fund, YouTube provides a structured and robust monetization system for Shorts. In 2023, YouTube began including Shorts in its Partner Program, giving creators access to ad revenue, fan donations, subscriptions, and affiliate links.

This level of income diversity makes YouTube significantly more appealing to serious creators. While TikTok struggles to offer consistent earnings, YouTube's deeper monetization tools provide sustainability for influencers and entertainers building long-term careers.

4. Shifting User Behavior

There’s a noticeable shift in how audiences consume video. Users — especially younger ones — gravitate toward short, vertical content for entertainment and even news. Shorts meet this demand perfectly, leading to higher views and likes per impression than traditional YouTube videos.

However, this format change comes with trade-offs. Long-form videos, once YouTube’s strength, now face reduced engagement. Some creators report that Shorts cannibalize their longer content by changing audience expectations and reducing attention spans.

5. Platform Responsibility and Regulation

With Shorts gaining ground, questions arise about how YouTube fits into broader regulatory conversations. Unlike TikTok and Instagram, YouTube was originally exempt from some child-safety proposals due to its focus on longer, educational content. But that’s changing.

Australia’s eSafety Commissioner recently called for YouTube’s exemption to be scrapped, citing Shorts' addictive format and its growing similarity to other social media platforms. As Shorts becomes central to YouTube’s identity, it’s becoming harder to argue that YouTube is fundamentally different from TikTok.

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