It is estimated that monthly active users of short-form video content will be 650 million by 2025, holding the second spot after TV. (Redseer). TikTok was responsible for the rise in popularity of the shorts. YouTube lagged behind others in entering this space. However, it is receiving encouraging response.

YouTube has acquired simsim, a social commerce startup. simsim facilitates the transition of small business to e-commerce using the power video and creators. Thus YouTube focuses on its short video offering called YouTube Shorts and would like to make a revenue stream from social commerce.

The company has created YouTube Shorts Fund to pay the creators. Thus the payment method will be different from the usual through ads or memberships.

Shorts have democratised the ability to create content on YouTube. The videos for shorts can be created easily by opening the app on the phone, switching on the camera and adding some music. It is possible to add from sound of all the videos that are on the YouTube. You can create amazing mashups.

Shorts were launched first in India in 2020, and have since expanded to over 100 countries. The shorts receive 15 billion views daily. They see above average views from India.

Ordinarily, YouTube shares ad revenues with creators if people watch the ads before video. Premium members do not see the ads, and so a part of their monthly fees is shared with creators.

simsim will bring together small businesses, retailers and consumers. The central position will be occupied by the creator. It will generate another revenue stream.