The behavior of the YouTube platform in directing users to its short-form video format is a multifaceted issue. This redirection can manifest as the YouTube application prioritizing the ‘Shorts’ feed upon opening or during navigation within the app. It reflects a deliberate design choice by the platform.
This strategic emphasis on short-form content offers several advantages for YouTube. It directly competes with other short-form video platforms, attracting and retaining a younger demographic. Furthermore, ‘Shorts’ can increase overall user engagement, leading to more ad revenue and a higher likelihood of users discovering and watching longer-form content on the platform. Historically, platforms have adapted to changing consumer preferences by integrating and promoting new formats, ‘Shorts’ being YouTube’s response to the popularity of short-form video.