YouTube is bringing its bite-sized video feature YouTube Shorts to television screens around the world, the Google-owned video-sharing platform announced on November 8th, as it seeks to offset growing competition from rivals such as Meta and TikTok.

This feature will be available in the next weeks to smart television models, game consoles, and streaming devices manufactured in 2019 or after, according to the business. Users can access these short films via the new YouTube Shorts shelf on the YouTube app’s homepage or a creator’s channel page.


One can also connect with them by liking or disliking videos, reading their titles and descriptions, and subscribing to the producers’ channels after watching their short videos.

Because YouTube Shorts is primarily meant for mobile displays, YouTube executives discussed the planning process and many design experiments they conducted when transferring this video format to the big screen in the blogpost. “It was critical that the YouTube Shorts experience on TV feel consistent with what the community sees on mobile, as well as natural on a larger screen,” the business added.

YouTube Trials

Among the trials were YouTube’s standard video player, a “Jukebox” style player that will play many YouTube Shorts at the same time, and a customized player that will fill up the blank spaces on each side of the video. The business discovered that the Jukebox style deviated too far from the heart of YouTube Shorts, which displays one video at a time, and that the short movies didn’t look good in the standard player.

YouTube also reported that it discovered an odd behavior with the viewing experience of short-form video on television: people preferred to manually switch to the next short video rather than have the feed autoplay, which differed from the traditional lean-back experience seen with TV viewing.

As a result, users can now start or stop the film using the remote by clicking straight on the short video or using the play/pause buttons. The video will loop until the user actively advances to the next video. The remote’s up and down buttons can be used to go to the next or previous video.

This rollout is anticipated to broaden the reach of short videos and provide YouTube an advantage over its competitors in attracting new producers while maintaining existing ones on its platform, at a time when short video consumption is increasing globally.


YouTube Shorts journey

YouTube Shorts, which debuted in India in September 2020, claims to be watched by over 1.5 billion logged-in users across over 100 countries each month, with over 30 billion views generated on a daily basis.

This announcement comes just a few months after YouTube stated that beginning in early 2023, it will begin sharing advertising profits with Shorts producers. This shift is part of a massive overhaul of the company’s YouTube Partner Program, which will allow Shorts producers to apply and earn money in other forms on the network.

Shorts-focused creators will be able to participate in the program if they have 1,000 subscribers and at least 10 million views on their short videos in the previous 90 days. The current program requires YouTubers to have more than 1,000 followers and 4,000 view hours in the previous year.

YouTube will broadcast advertisements between videos in the YouTube Shorts feed that are not linked to specific content. Every month, earnings from these adverts will be pooled to pay YouTube Shorts creators and cover music licensing fees.

YouTube will allow creators to retain 45 percent of the revenue share, which will be split based on the number of views the YouTube Shorts receive in each nation. Even if producers include music in their short videos, their revenue split will stay the same.

TikTok has now released its own television app in select areas, including Google TV and Amazon Fire TV. However, the app owned by Bytedance was suspended in India in June 2020.

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