All social media firms are in a race to win the quick video warfare and Google is displaying some progress in opposition to TikTok and Instagram. The search large stated throughout its newest earnings name that YouTube Shorts has crossed 50 billion day by day views. The corporate beforehand reported 30 billion day by day views as a part of its Q1 2022 earnings.

Whereas the expansion efficiency is spectacular, the variety of views on Shorts lags on Instagram and Fb. Final October, Meta said that Reels garnered 140 billion day by day views throughout each social networks.

Identical to different platforms, YouTube has been pushing customers to view Shorts. In November, the corporate rolled out Shorts on TV. TikTok had made an identical try and make its app available for multiple big-screened platforms together with Amazon Hearth TV, Android TV, and choose LG and Samsung sensible TVs in 2021.

Final 12 months, YouTube stated that 1.5 billion logged-in users watch Shorts every month. In 2021, TikTok stated it has crossed the mark of 1 billion monthly active users. As compared, Instagram has more than 2 billion users. The corporate has not revealed what number of of these watch Reels — although it’s onerous to flee quick movies in the event you log into Instagram.

Rising quick video views is sweet information for Google but it surely might want to monetize these views as properly. In This autumn 2022, Youtube banked $7.96 billion in income — down 8% from final 12 months’s $8.63 billion. In November 2022, the corporate stated YouTube Music and Premium had more than 80 million subscribers worldwide. Nevertheless it didn’t specify how a lot subscription contributes to YouTube’s income.

On February 1, YouTube kicked off a brand new program to share ad revenue with Shorts creators. That would incentivize extra creators to make authentic content material for the platform. Final November, the video platform additionally started testing shopping and affiliate marketing features with Shorts.

Throughout the earnings name, Google’s Chief Enterprise Officer Philipp Schindler stated that the corporate is “happy with our persevering with progress in early monetization.” The corporate’s Chief Monetary Officer Ruth Porat stated that Youtube is “prioritizing continued development in Shorts engagement and monetization.”

The statements from Google’s execs mimic the sentiment from Meta’s high brass, who counted Instagram Reels and the company’s algorithmic recommendation engine as its high priorities in coming months.