YouTube risked a lot trying to be more like Tiktok. 200,000 million visualizations have proved him right

The future of the video is brief. You just have to look at the disproportionate growth of short video platforms such as The Almighty Tiktokwith 1.6 billion users on a global scale and a sustained growth that will lead to 113.2 million in the US in 2023 to 121.1 in 2027. So it has nothing strange that the rest of video apps go behind, behind, exactly the same with Netflix and its competitors in streaming. Many of Tiktok’s rivals are going well: YouTube, for example, not to grow thanks to its open tiktokization.

Shorts better. YouTube Shortsthe section of short videos of the platform (no more than 60 seconds – then extended to three minutes – and with vertical format) has reached a new maximum when averaging 200,000 million daily viewsas announced by the CEO of YouTube, Neal Mohan, during his speech at Cannes Lions International Festival of Creativity 2025. It represents a growth of no less than 186% compared to the previous year: in March 2024 the platform spoke of 70,000 million daily visualizations from the launch of Shorts in 2021.

Now, with Ia. In this growth context, Mohan made another announcement that can make an important difference between Tiktok and YouTube: the arrival of I see 3 To YouTube Shorts this summer. The Google video generation model will allow users to create funds and clips, something that already did the previous version, Dream Screen, but I see 3 exceeds it in many aspects, from the technical quality to the audio implementation also generated by AI.

The usual youtube is eaten. The rise of YouTube Shorts has been generating a debate about the possible “cannibalization” of the traditional long YouTube content. As in Tiktok, Shorts favors content discovery and rapid consumptionwhich has captured the attention of younger audiences and with mobile devices as the main platform. The expansion of the maximum short duration of 3 minutes in 2025 reduced the gap between both formats and has allowed content creators to develop more complex ideas, tending a bridge between the traditional YouTube and shorts and between Shorts and Tiktok, a platform that has been experiencing with the Creation of videos of up to 30 minutes.

He lacks a boil. Although growth is unstoppable, the truth is that Tiktok has an unmatched capacity to discover new videos to the user. All thanks to a much more refined algorithm, as anyone who spends some time on both platforms and demands not an avalanche of videos for anyone, but content thought a little more specifically for him. At the moment the trends, musical discoveries or memes continue to be born in Tiktok, and shorts are following the wake, still without algorithm.

There are multiple reasons for it to be like this: The Tiktok algorithm Analyze thousands of user behavior signals (likes, comments, visualization time, repetitions, all to customize the content that appears in you). The possibility that any creator, however unknown, is viralize is what favors experimentation and creativity. In that same way, applied to music, Tiktok has revolutionized how songs are discovered and popularized: The platform is now the main way for new themes and artists to be known, thanks to how the platform reuses music, favoring the creation of Challengesmemes or choreographies.

There is a game. YouTube, however, has some advantages over Tiktok, all structural and business. On the one hand is the eternal fear that Tiktok is prohibited In territories such as the United States, which would allow Shorts (and Instagram) to occupy that space. Besides, Monetization is much more worked On YouTube, where money reaches the creators more robust and predictable. It is a negligible detail, and has made Influencers and Streamers They end up returning to the platform after passing through others, thanks to the advantages offered by YouTube (and despite the inevitable ups and downs).

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