Google, Meta and ByteDance are in a battle for supremacy in the short-video format. WSJ’s Miles Kruppa breaks down how each company is doing and shares insight into which platform might come out on top.
Illustration: Ryan Trefes
0:29 Vine, TikTok and the rise of short video
2:15 Instagram, YouTube and others join the race
3:37 Which short video platform is in the lead?
5:14 Which platform is in second place?
7:04 Data privacy concerns
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Quit social media back in 2016, and i'm very very careful about what goes through my senses, never been happier
i even disable youtube/google/search history so i don't get bombarded by curated "content" that aims to keep me hostage and feed me ads infinitely
people need to realise that you become what you consume, a bad mental diet is just like a bad food diet, but sadly this is going to get much much worse as AI and technology further develops
Oh yeah it's understandable, autistic peoples numbers are rising I think
It’s all down hill since Instagram implemented Reels. I want Instagram not a knockoff of TikTok with trash content that only exists to get you addicted.
The only thing Instagram does right is dope up peoples ego with “likes” that’s what is keeping them in style
Tiktok comes pre-loaded on Androids. So not a totally true static.
Vine is the OG of short form content. That’s how TikTok even became a thing. Twitter should’ve just stuck to their guns.
I spend a TON of time on YouTube, quite a bit more daily time than on TikTok, but zero of it is on Shorts. That is NOT what I use YouTube for, and instead find the Shorts incredibly annoying. I do use TikTok daily and indeed am likely around that hour and a halfish average. TikTok is great, but YouTube is can easily pull me in for 8-12, 8-30 minutes videos a day…isn't that enough?
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I love how nobody mentions snapchat spotlight😂
Its gonna be youtube cus of mrbeast
can meta and google stop being greedy?
First company to figure out how to stop people from posting pt 2 pt 3 etc etc will win for me
Everything on YouTube Shorts is things shipped over from TikTok 3 months later.
There is only one big player, TikTok
This is fascinating to me since it doesn’t talk to much about the “user experience” on each of these platforms. Most conversations that I’ve observed and have been apart of always mention how the tiktoks experience has constantly reigned supreme. The only app in which I feel as if I am actively watching trends form is tiktok and until these other apps actually begin to try to recreate that aspect TikTok will always be supreme.
tik tok wins but youtube will always have it's market share because they cornered the video market decades before tik tok was even concieved as an idea. instagram is dying.
I hate how YouTube shorts is being so heavily prioritized. It kinda makes it seem like YouTube doesn’t care about their regular content anymore.
Youtube is trying to be waaay too many things at once – long videos, short videos, music streaming service, live tv service, a twitch copy, they even made some live action original programming trying to be Netflix… On that note, it wasn't long ago that facebook and others were also trying to get into the streaming business, which was ridicuous just like the current short video situation. They're all chasing blindly every new profitable fad, istead of perfecting what they already are..
I'm YouTube short is better because there is no cringe stuff around here
It is concerning how addictive these video formats can be, especially on TikTok… it can be so easy to get lost in the aimless scrolling. I personally stay away for that reason. Interesting.
Will never download Instagram or tiktok (unless I'm using it to make money), those apps are very addictive (and huge waste of my time)!
There is no real race between them. They will win and we will lose no matter what because it’s all addictive
These apps should just stick to what they were made for. Youtube for long content, Tiktok for short content, Instagram for Pictures, and snapchat for stories
TikTok clearly won this battle, and Instagram is dying as its transforming itself in a worst version of tiktok
Humanity will lose for sure.
I didn’t have to watch the video to know what the rankings are. Instagram reels suck. I barely scroll through them.
I feel like Instagram will become the new Facebook in a couple years from now, losing to Snapchat and Tiktok. However, I do think Youtube overtime can dominate TikTok if they make shorts more consumer friendly.
As of now TIKTOK BUT IN FUTURE I BELIEVE ITS SHORTS
Tik Tok !
Rumble will be the ultimate winner as it lets all people get fair air play, fair air time for advirtisers, has minimal bots and fake views and subs, and it monitizes immediately for creators. I made more money on rumble in the first month than three years on youtube. And it looks like youtube monitization is no where in the near decade.
Tik-tok is going to be synonymous with DOPAMINE on the "cloud". The Chinese knelt to their knees due to OPIUM wars. Now they are paying back by taking our generation.
Tik-tok is the new opium.
YouTube shorts win