TikTok is an app that created a revolution in the online entertainment space. In a way, it combined some of the features of social media and an entertainment app and gave many people across the globe the opportunity to showcase their skills as dancers, actors, mimic or just as entertainers. It helped the concept of making short videos become popular and made stars out of so many people who were till then leading mundane lives.
TikTok also had its share of controversy. From having problems with certain companies to getting banned in countries like India, the app attracted a lot of negative press. Regardless of positive news or negative reports being written about it, the app has always managed to stay in the news and has made a solid impact not just in the online space but also in the psyche of people. Its popularity has also led to many companies coming up with apps that have features similar to Tik Tok. Instagram has made an attempt with ‘Reels’ and now, YouTube is gearing up to launch ‘Shorts’.
An official announcement regarding the launch of YouTube Shorts was made last year. Now, it has been learned that this particular feature will be rolled out in a beta stage to users in the US. Earlier, it was announced that this beta would be launched in the United States in the month of March. After the official announcement was made in September 2020, the beta was rolled out in India where it was received well. The YouTube Shorts player amassed around 3.5 billion views almost every single day. Therefore, it is hardly surprising to know that Google is launching it in other regions as well.
Trade experts predict that TikTok will surpass the 1 billion mark as far as active monthly users are concerned this year. A large portion of TikTok’s user base resides in the United States and it seems Google plans to compete with TikTok in its home turf with the launch of this feature.
While it was predicted that the beta version of this feature would be rolled out in the US in March, a lot of users seem to have already received it. A beta release in the United States is often an indicator of a global rollout. Since Google plans to compete with a massively popular app like TikTok, one expects it to put in an extensive amount of effort before launching it in the commercial market.