YouTube Shorts as the Inner Dynamic of Strategically Changes to Channel Owners


This study explores Shorts as a dynamic of propelling changes within the inner ecosystem of YouTube and interprets relations by analyzing the discourse surrounding the launch of YouTube Shorts from the collected YouTuber episodes in Taiwan. Institutionally, native video content producers on YouTube have continuously adapted to regulatory conditions from platforms before Shorts and concerning issues including copyright filtering, content restrictions, revenue sharing mechanisms, and changes of algorithms. With the rising trend of short video platforms such as TikTok and IG Reels in the competition market, YouTube launched its similar service, YouTube Shorts, in September 2020. The Shorts service, which limits the length of videos to 60 seconds and allows for advertising revenue sharing, was launched in Taiwan in July 2021. The study suggests that the Shorts service has had a significant impact on local YouTube channel owners who have chosen YouTube as their primary revenue platform, and they might adopt strategies in response since YouTube Shorts breaks a certain balance. Dynamics for changes include the reposting of content from other short video platforms to YouTube, which intensifies competition for earning the audience's attention as a means of monetization. In addition, opaque algorithm rules and concerns about promotion frequency require channel producers to squeeze more time to reversion short formats of publishes or use shorts to enforce their channel advertisement. The content production and consumption on YouTube are progressing in shaping a new landscape.

Author Information
Kuan-Lun Su, National Chengchi University, Taiwan

Paper Information
Conference: ACSS2023
Stream: Cultural and Media Studies

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Posted by James Alexander Gordon