With TikTok in limbo, YouTube Shorts cashes in

It’s no secret that YouTube stands to benefit if TikTok gets the boot from the U.S., but the longer the uncertainty drags on, the clearer that opportunity becomes.

Google’s svp and chief Philipp Schindler made that crystal clear on the company’s earnings call (Feb. 4), telling analysts that ad revenue from Shorts — YouTube’s answer to TikTok — is quickly catching up to its long-form content.

“In 2024, the monetization rate of short relative to in-stream viewing increased by more than 30 percentage points in the U.S. and we expect to make additional progress in 2025,” he said on the call, though he didn’t share specific figures to compare formats.

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