TikTok is conducting trials to allow certain users to upload videos longer in duration, extending up to 60 minutes. This move could potentially challenge YouTube and other major streaming platforms.
Social Media Consultant and Tech newsletter writer Matt Navarra was the first to discover the pilot, which was later officially confirmed by TikTok on Thursday.
Details about the availability of this feature in specific regions or the potential expansion to more users have not been disclosed. However, TikTok mentioned that there are currently no widespread plans to introduce the 60-minute video feature.
This recent update highlights TikTok’s efforts to diversify its product offerings amidst a decline in user growth. Initially limited to 15-second videos, the platform has gradually increased time limits to 10 minutes for all users and up to 15 minutes for certain creators. Competitors like Instagram Reels and YouTube Shorts offer similar video durations.
By testing longer video uploads, TikTok enters direct competition with YouTube. This move gives content creators the ability to share lengthier videos like tutorials or vlogs, which are popular on YouTube.
In terms of user base in the U.S., YouTube currently has a larger reach. Last year, 83% of surveyed U.S. adults reported using YouTube, compared to 33% for TikTok. While TikTok attracts a younger demographic with 62% of users aged 18 to 29, 93% in the same group use YouTube.
Although YouTube leads in terms of user numbers, TikTok surpasses YouTube in terms of minutes watched. eMarketer projects that by 2024, adult TikTok users will spend an average of 55 minutes daily on the platform – five minutes more than YouTube.
TikTok’s move towards longer video content could also present a challenge to streaming giants such as Disney+, Hulu, and Netflix. The platform hosts unofficial short clips from well-known TV shows and movies, which users binge-watch. Longer videos from these shows could further drive this trend.
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