TikTok, known for its bite-sized content, might be shifting gears with a new feature that allows users to upload videos up to 30 minutes long. Traditionally, TikTok has been the hub for short-form content, while YouTube took the lead in hosting longer videos. The latest move could potentially place TikTok in direct competition with YouTube, the Google-owned video streaming giant.
Reports indicate that this feature is currently being tested, with some users spotting it in the iOS beta version of TikTok. There have also been mentions of this feature by Android beta users in the UK. This marks a departure from TikTok's usual short-form content and hints at a possible expansion beyond its conventional boundaries.
TikTok has been progressively extending its maximum time limit for posts. Initially limited to 15 seconds, it was later expanded to 60 seconds. In 2022, users gained the ability to post videos up to 3, 5, and 10 minutes long. In October of the same year, TikTok began experimenting with 15-minute uploads.
This move puts TikTok in direct competition with YouTube, especially considering YouTube's introduction of short-form videos known as Shorts, which has garnered over 70 billion daily views. From a business perspective, the shift to longer videos on TikTok could enhance monetization and revenue-sharing potential. Longer videos allow for more pre and mid-roll ads, and the generated revenue can be directly shared with creators.
However, TikTok may encounter challenges, having faced bans in various regions, including India, and scrutiny in certain US states. Additionally, X (formerly Twitter) already permits creators (with subscriptions) to post lengthy videos, up to 2 hours. Elon Musk, the owner of X, claimed last year that the company distributed $5 million to creators in its initial revenue-sharing instance.
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