YouTube Shorts is here

How impressed are Americans?

YouTube Shorts, Google’s alternative to TikTok, arrived in the US this month, upping the stakes in a segment widely dominated by its Chinese rival. This report delves into the interest and excitement around the tech giant’s entry into the bite-sized video space. Google, Facebook, and Bytedance can leverage this data in their decision-making.

It may well be called the clash of the titans. Google launched its very first short-video feature, YouTube Shorts, in the US earlier this month, with plans to take on TikTok and Instagram Reels and develop a successful social network of its own. Much like its competitors, Shorts allows users to view and upload small snackable videos in a swipe interface replete with music, filters, and other effects. The new feature, which pops up on the feed upon launching the YouTube app, will leverage its already massive base of creators and users while also giving them access to existing YouTube videos. Will the world’s biggest video platform ace it in the new format and disrupt the ever-expanding short-form videos market? Piplsay polled 20,184 Americans nationwide to get insights into their thoughts and opinions about it. Here is a summary of what we found:

Other Insights

• 40% of Millennials have tried YouTube Shorts as compared to 31% of Gen Zers and 29% of Gen Xers
• 64% of Millennials believe YouTube Shorts will be a threat to both TikTok and Instagram Reels as compared to 36% of Gen Zers
• 62% of men are active on all three video-sharing platforms as compared to 38% of women

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the US from March 15-17, 2021. We received 20,184 online responses from individuals aged 18 years and older.