Top Highlights

• Senior staff at YouTube have expressed concern that Shorts, the Alphabet-owned company’s answer to short-form video app TikTok, risks cannibalising its core business.
• Shorts has amassed more than 2bn users since its launch in 2021 but has drawn away audiences from traditional longer videos on the platform, according to multiple people familiar with the figures.
• Recent YouTube strategy meetings have discussed the risk that long-form videos, which produce more revenue for the company, are “dying out” as a format, according to these people.
• YouTube reported its first-ever quarterly decline in ad revenue since the company started giving its performance separately in 2020.
• Despite this recent uptick, YouTube staff have expressed concern over internal company figures that suggest content creators are making fewer long-form videos — driven by a lack of consumer appetite and commissions from brands that favour short-form content for product placement.

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