The global short video market is witnessing intense competition, particularly between TikTok and YouTube Shorts. As of the third quarter of 2023, TikTok boasts approximately 1.5 billion monthly active users, covering over 150 countries, with a market share of 40-45% in the short video domain. In contrast, YouTube Shorts, leveraging the YouTube main app, has over 2 billion monthly active users, with a market share of around 30-35%.
Regional Performance
In the United States, TikTok has around 150 million monthly active users, accounting for 45% of the adult population, with a market share of approximately 50%.
In India, after TikTok's ban in 2020, local platforms rose to prominence, with YouTube Shorts dominating the market, boasting over 450 million users and a market share of around 60%.
In Southeast Asia, TikTok has around 110 million users in Indonesia, accounting for 40% of the population, and over 30 million users in Thailand, with a market share of 50-60%.
In Europe, TikTok has around 20 million users in the UK, 15 million in France, and 18 million in Germany, with a market share of approximately 45-50%.
Key Trends and Challenges
Commercialization Competition: The competition for commercialization is fierce, with TikTok's e-commerce facing obstacles in Southeast Asia, while YouTube Shorts attracts creators through ad revenue sharing.
Policy Risks: Policy risks are also a concern, as multiple countries strengthen data regulation, potentially impacting TikTok's growth.
Content Differentiation: TikTok excels in algorithmic recommendations, while YouTube Shorts leverages its long-video ecosystem to drive traffic.
The future trajectory of TikTok and YouTube Shorts in the global short video market is worth continued attention.
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