YouTube Launches A Video-Sharing Feature Named YouTube Shorts

Amidst the TikTok fallout in the United States (U.S.),  YouTube, a subsidiary of Alphabet, has announced the launch of a short video sharing app, YouTube Shorts. As of now, the company has rolled out the feature in India where content creators would be allowed to upload the video on YouTube for a time duration of 15 seconds or less.

The company has leveraged the huge audience on its YouTube platform to provide a similar experience as TikTok and Instagram Reels. In this coronavirus crisis, social media witnessed the launch of similar video sharing platforms. As of now, YouTube’s feature is available on the Android version and with time, it’s going to expand on iOS.

Alphabet’s product launch comes after TikTok’s ban in India which had over 100 Million users. “Over the next few days in India, we’re launching an early beta of Shorts with a handful of new creative tools to test this out. This is an early version of the product, but we’re releasing it now to bring you — our global community of users, creators, and artists — on our journey with us as we build and improve Shorts,” the company said in a blog post.

Earlier this summer, YouTube announced that it’s testing a new feature for its platform which will allow the users to post 15-seconds videos. It will have the same tap and record feature as of TikTok. To add music to the videos, it has partnered with T-Series and Believe Digital. The features of the YouTube Shorts include speed control that gives the flexibility to creators to showcase their creativity. Moreover, it has a multiple-segment camera to link the multiple videos together.

“Music for these videos will be available through in-product music picker feature. The picker currently has 100,000s of tracks, and we’re working with music artists, labels, and publishers to make more of their content available to continue expanding our catalogue,” a YouTube spokesperson told the Verge.

Recently, Microsoft was in the bidding war with Oracle to acquire the U.S. TikTok business. However, ByteDance, the parent company of TikTok rejected their bid and chose Oracle as the “trusted technology partner” in the U.S. Meanwhile, Microsoft issued a statement that “We would have made significant changes to ensure the service met the highest standards for security, privacy, online safety, and combatting misinformation,” the company said in its statement. “We look forward to seeing how the service evolves in these important areas.”

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Besides TikTok, Triller, a similar video-sharing platform, is taking the Internet on the ride. This app has already become popular among Indian artists. Furthermore, it has partnered with the India music streaming platform, JioSaavn to expand its market share. India is one of the biggest markets for social media companies owing to the large population and rampant usage of the Internet due to the affordable Internet packs.

Recently, India has banned over 118 Chinese apps owing to the reason of national security concerns. This includes PUBG Mobile, which had a huge base of players across the country. To come back to India, PUBG Corporation has cut off the ties with its publishing Tencent Games, a Chinese multinational company.