In a major move to compete directly with TikTok and Instagram, YouTube has just announced a significant change in the way it counts views for its Shorts video format on the platform. The decision was made in the context of the increasingly fierce battle for market share between short video platforms.
The new policy will take effect from March 31 and is expected to bring more fairness to content creators when comparing video performance across different platforms.
Core changes in how views are counted
Under the new policy, YouTube will remove the minimum watch time requirement that it previously applied. Specifically:
In other words, the way views are counted for Shorts videos will be simplified. Every time a Shorts video is played or replayed, the system will automatically count as a view without meeting any minimum watch time requirements as before. This change brings YouTube Shorts' view counting method similar to its two big competitors, TikTok and Instagram Reels.
However, YouTube also emphasized that it will continue to maintain the "engaged views" metric to measure the quality of actual viewer interactions. This metric records the number of times a video is watched within a certain period of time and will continue to be an important factor in determining creator earnings as well as eligibility for the YouTube Partner Program.
According to experts, this change could lead to a significant increase in the average view count of Shorts videos, possibly up to 20-30% compared to the old calculation. However, advertisers and content creators are advised not to focus too much on the view index alone but to pay attention to quality indicators such as average view time, engagement rate and shares.
This is a strategic move by YouTube to attract more creators to Shorts, but in the long run, content quality and audience retention will be the determining factors for success.
YouTube's move comes amid a booming short-form video market with more than 1 billion monthly users across each platform. According to research firm App Annie, the average time spent on short-form videos increased by 35% in 2023 compared to the previous year.
Creators are encouraged to take this opportunity to diversify their content strategy and keep a close eye on the changes in analytics to make appropriate adjustments. YouTube also said it will update its analytics tools to help creators better understand their content performance after the change goes into effect.
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