YouTube is testing ads on its short-form answer to TikTok, Shorts

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Image: YouTube

YouTube is starting to test advertisements on Shorts, a short-form video feature the company introduced in 2020 that’s similar to what TikTok and Instagram offer.

The company is specifically experimenting with app-install ads and other promotions, Google’s chief business officer, Philipp Schindler, told investors on Tuesday.

“We are experiencing a slight headwind to revenue growth as Shorts viewership grows as a percentage of total YouTube time,” Alphabet CFO Ruth Porat said. “We are testing monetization on shorts, and early advertiser feedback and results are encouraging.”

According to Google, YouTube’s Shorts is generating 30 billion daily views, which is four times that of last year’s.

Meanwhile, YouTube’s ad-revenue growth went up,...

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