TikTok’s grip on the short-form video market is tightening, and the world’s biggest tech platforms are racing to catch up.
Since launching globally in 2016, ByteDance-owned TikTok has amassed over 1.12 billion monthly energetic users worldwide, in line with Backlinko. American users spend a median of 108 minutes per day on the app, in line with Apptoptia.
TikTok’s success has reshaped the social media landscape, forcing competitors like Meta and Google to pivot their strategies around short-form video. But up to now, experts say that none have matched TikTok’s algorithmic precision.
“It’s the middle of the web for young people,” said Jasmine Enberg, vice chairman and principal analyst at Emarketer. “It’s where they go for entertainment, news, trends, even shopping. TikTok sets the tone for everybody else.”
Platforms like Meta‘s Instagram Reels and Google’s YouTube Shorts have expanded aggressively, launching latest features, creator tools and even considering separate apps simply to compete. Microsoft-owned LinkedIn, traditionally an expert networking site, is the newest to experiment with TikTok-style feeds. But with TikTok continuing to evolve, adding features like e-commerce integrations and longer videos, the query stays whether rivals can sustain.
“I’m scrolling each day. I doom scroll on a regular basis,” said TikTok content creator Alyssa McKay.
But there may a dark side to this growth.
As short-form content consumption soars, experts warn about shrinking attention spans and rising mental-health concerns, particularly amongst younger users. Researchers like Dr. Yann Poncin, associate professor on the Child Study Center at Yale University, point to disrupted sleep patterns and increased anxiety levels tied to limitless scrolling habits.
“Infinite scrolling and short-form video are designed to capture your attention briefly bursts,” Dr. Poncin said. “Prior to now, entertainment was about taking you on a journey through a show or story. Now, it’s about locking you in for just just a few seconds, barely enough to feed you the subsequent thing the algorithm knows you will like.”
Despite sky-high engagement, monetizing short videos stays an uphill battle. Unlike long-form YouTube content, where ads might be inserted throughout, short clips offer limited space for advertisers. Creators, too, are feeling the squeeze.
“It’s never been easier to go viral,” said Enberg. “Nevertheless it’s never been harder to show that virality right into a sustainable business.”
Last yr, TikTok generated an estimated $23.6 billion in ad revenues, in line with Oberlo, but even with this growth, many creators still make just just a few dollars per million views. YouTube Shorts pays roughly 4 cents per 1,000 views, which is lower than its long-form counterpart. Meanwhile, Instagram has leaned into brand partnerships and emerging tools like “Trial Reels,” which permit creators to experiment with content by initially sharing videos only with non-followers, giving them a low-risk option to test latest formats or ideas before deciding whether to share with their full audience. But Meta told CNBC that monetizing Reels stays a piece in progress.
While lawmakers scrutinize TikTok’s Chinese ownership and explore potential bans, competitors see a window of opportunity. Meta and YouTube are poised to capture as much as 50% of reallocated ad dollars if TikTok faces restrictions within the U.S., in line with eMarketer.
Watch the video to grasp how TikTok’s rise sparked a brief form video race.
