Help diversify creators’ businesses
The video platform market is increasingly competitive. Walpert Levy is aware of this and even accepts that it is a good thing to encourage innovation. However, he points out that YouTube’s differentiator is its relevance to users, advertisers and creators, who even allow them to position their offers beyond the platform.
Business diversification in the creator economy, then, has become commonplace. MrBeast, a youtuber with more than 125 million subscribers, opened a hamburger restaurant in New Jersey, while Luisito Comunica did the same in Mexico, as did Yuya, who launched his line of makeup products, boosted by his popularity in the digital world.
The ideal goal of YouTube is for creators to find different ways to monetize and do business, “taking advantage of the reach of their creations to reach more audiences or for their consumers to also grow in different areas.”
Shorts, a central part of the new YouTube strategy
In mid-2020, the company launched Shorts, its short video offering, which has more than 1,500 monthly registered users, as well as an average of 30 billion views per day. As of October 2022, and combining all its formats, YouTube had 2.515 million users, according to Hootsuite data, making it the most important video social network in the world, followed by TikTok, Douyin and Kuaishou.
