YouTube’s aggressive strategy looks to be paying off, with Shorts receiving monthly views from over 1.5 billion logged-in users. TikTok has 1 billion monthly users as of September 2021. Given YouTube’s general dominance in the video market, those figures very certainly include users who were already on YouTube consuming other material. TikTok’s figures, on the other hand, obviously include those searching for its particular short-form videos – an audience that YouTube and other media behemoths like Meta continue to pursue.
