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Future of TV Briefing: Video publishers turn to strike a balance between YouTube Shorts and traditional YouTube

This weeks Future of TV Briefing talks about the partnership between YouTube Shorts and traditional YouTube videos as video publishers adopt the former hoping of adding to rather than cannibalizing the latter.

The long game of YouTube Shorts

The main element hits:

  • YouTube Shorts offer an effective opportinity for YouTube channels to include subscribers.
  • But media execs are cautious with Shorts effects on the long-form video viewership.
  • The dynamic between Shorts and traditional YouTube videos could be monitored by way of a metric YouTube provides to channel owners.

YouTube Shorts are actually a shortcut to subscriber growth for channels on the Google-owned platform. But could YouTubes TikTok clone find yourself short-changing channels over time?

The next, long-term possibility is really a concern that media executives are considering as short-form video rises in stature. As video publishers adopt YouTube Shorts, they’re trying to measure the relationship between Shorts and their traditional YouTube videos so the former will not cannibalize the latter.

It will be is a hot topic in 2022 but additionally since YouTube began launching Shorts globally, said Victor Potrel, vp of platform partnerships at TheSoul Publishing, which received a lot more than 25 billion YouTube Shorts views in the initial half a year of 2022 across its portfolio of channels offering 5-Minute Crafts and Wood Mood.

While Shorts are attracting lots of views and converting viewers into subscribers for YouTube channels, YouTube will not provide a revenue-sharing program for Shorts enjoy it does for traditional YouTube videos. That Shorts viewership could come at a price to channels monetization if Shorts viewers and Shorts-driven subscribers drag down the performance of the channels traditional videos.

They keep telling me its ideal for subscribers, but I dont know very well what which means, said one media executive.

Ideal for subscribers sounds straightforward enough. And theres proof how great Shorts could be for accumulating YouTube subscribers.

The impact of YouTube Shorts to a YouTube channel for a publisher has been pretty staggering. YouTube is really a tiny slog to essentially grow subs or viewership. To include 100 thousand subs in one Short, that’s radically different, said another media executive.

But what the initial media executive meant by asking what’s this is of ideal for subscribers is what’s the importance for a publishers or creators broader YouTube channel. As great since it would be to grow subscribers, that only really matters if those subscribers help grow viewership for the videos a channel makes money from through YouTubes rev-share program.

In the event that you just get followers on the trunk of Shorts, could it be just followers with regard to having followers without monetization? said a third media executive.

Additionally, a potential downside of the Shorts-driven subscriber growth may be the possibility that Shorts viewers are bored with a channels traditional videos, i.e. the videos that produce the channel money.

After all, theres only so enough time youre likely to devote to the platform. Therefore if youre spending your time and effort consuming Shorts, youre not spending that point consuming long-form [videos], said the initial media executive.

In order to avoid the development of an adversarial relationship between Shorts and traditional YouTube videos, media executives are ensuring the two forms of videos usually do not significantly diverge content-wise. The editorial strategy of Shorts needs to be very closely aligned to your output of original YouTube videos, said a fourth media executive.

Along with taking advantage of its channels catering to niche interests like DIY crafts, TheSoul Publishing also takes care never to overwhelm audiences with Shorts on its channels with established long-form subscriber bases. For a channel that publishes 2-3 videos weekly, one additional Short will be a good balance between making certain the Short gets visibility rather than flooding the audience at all, Potrel said. But in case a publishing schedule is more aggressive, you may increase the amount of Shorts. Theres not just a secret.

Without a secret, a magic metric for monitoring the partnership between Shorts and traditional video viewership could be the percentage of traditional video views via channel subscribers. It is a stat that YouTube provides through its channel analytics tool and that the fourth media executives company tracks to see whether Shorts cannibalizes viewership of its traditional YouTube videos. Up to now, there’s been no sign of such cannibalization.

This executives company has had this closely aligned approach with Shorts and contains not seen Shorts cannibalize viewership of its traditional YouTube videos.

As our subscriber base grows, the quantity of views grows with it. But [with respect to subscriber-based views] as a share [of overall views], there hasnt been a significant fluctuation, besides that were consistently getting a higher level of views from subscribers because our subscriber count is certainly going up, said the fourth media executive.

This short article has been updated to say Wood Mood as you of TheSoul Publishings YouTube channels driving its Shorts viewership. A previous version had incorrectly cited another channel.

What weve heard

We’ve this show thatll turn out from Netflix in the initial quarter. Were waiting to discover if theyre likely to now require us to provide [episodes] with advertiser breaks.

Production executive

Trend watch:Streaming subscriptions in Q2

On Wednesday, Disney will report earnings and offer the most recent subscriber counts for Disney+, Hulu and ESPN+. Those numbers should complete the puzzle on what the streaming subscription market fared in the next quarter.

In line with the numbers supplied by other streaming service owners latest quarterly earnings reports, the time was a mixed bag.


  • Warner Bros. Discovery: Added 1.7 million subscribers across HBO, HBO Max and Discovery+ to attain 92.1 million.
  • Paramount+: Added 3.7 million subscribers to attain 43.3 million.
  • Starz: Added 1.8 million subscribers to attain 26.3 million.
  • AMC Networks: Added 1.3 million subscribers to attain 10.8 million.


  • Netflix: Lost 970,000 subscribers to fall to 220.7 million.
  • FuboTV: Lost 110,000 subscribers to fall to 947,000.
  • Sling TV: Lost 55,0000 subscribers to fall to 2.2 million.


  • Peacock: Stayed flat at 13 million subscribers.

Numbers to learn

175: Amount of advertisers that decided to try non-Nielsen measurement providers in this years upfront deals, which means not even half of upfront advertisers.

1.7 million: Estimated amount of people who use Netflixs mobile games each day, normally; the figure means significantly less than 1% of Netflixs subscriber base.

$774.8 million: How much cash advertisers will devote to TikTok influencer marketing in the U.S. this season.

-2%: Percentage decline in the amount of U.K. households with usage of a subscription-based streaming service in Q2 2022 in comparison to Q1 2022.

What weve covered

Instagram will turn off its affiliate commerce program on Aug. 31:

  • Instagram officially started testing a joint venture partner program for creators in July 2021.
  • Creator industry executives said this program struggled to get adoption among creators.

Read more about Instagrams affiliate commerce programhere.

How fighting game events could give a blueprint for success in live esports:

  • The Evolution Championship Series may help spur the return of audiences to in-person esports competitions.
  • 11,000 people registered to wait this years event, up from 9,000 entrants in 2019.

Read more about live esportshere.

What were reading

Triller does not fulfill pledge to Black creators:

This past year Triller pledged to get $14 million in 300 Black creators, however the company has been late in paying creators while still demanding creators fulfill their sides of the offer, based on the Washington Post.

Netflix races to improve an advertising business:

The historically ad-averse streaming service made a decision to reverse course late this past year and is wanting to quickly operate an advertising business that may charge $80 CPMs, based on the Wall Street Journal.

YouTube creators get-rich-quick scheme:

The allure of YouTubes ad revenue-sharing program has resulted in would-be creators paying thousands for courses to understand how exactly to create low-cost, cookie-cutter videos, based on the NY Times.

Streaming poaches political ad dollars:

Streaming is defined to steal political ad dollars from traditional TV in this years U.S. election cycle, because of its advanced targeting and measurement capabilities, in accordance with Ad Age.

Read More

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