The Short-Form Video War In Music: Meta vs. TikTok vs. YouTube

Short-form video has exploded in popularity the past three years. MIDiA Research’s Tati Cirisano joins me to break down the ongoing war between short-form video’s main players: TikTok, Meta, and YouTube

The music industry is certainly keeping a close eye on the battle. Short-form video has been a boon for music discovery. Though, many music execs would also argue music has played a big factor in the rise of these platforms, and the industry wants to better monetize that.

Tati and I covered all this and more on the show. Here’s everything we hit on:

1:30 Vine paved the way
5:25 TikTok filled void in social media
7:40 Factors behind TikTok’s success
11:23 TikTok says its an entertainment platform, not social media
13:25 Potential pitfalls for TikTok
20:07 YouTube Short’s biggest advantages
23:49 Overlap between YouTube’s short and long-form audiences
26:38 Facebook and Instagram Reels are picking up steam
30:36 Instagram Reels more natural to the platform than YT Shorts
32:36 Meta’s advertising is both a pro and a con
34:42 Active creator vs. passive watcher user bases
36:15 In what scenario does TikTok lose top spot in short-form video war?
40:31 Best platform for artists?
41:40 Best platform for record labels?
42:20 Best monetized platform?
43:19 Will there be a new form of content consumption in the next five years?

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