YouTube Shorts: A Growing Success with 2 Billion Monthly Logged-In Users

Estimated read time 5 min read

YouTube, the popular video-sharing platform owned by Google, continues to dominate the short-form video space with its feature called YouTube Shorts. In a recent announcement, YouTube revealed that it now boasts over 2 billion logged-in users watching Shorts every month, surpassing competitors like TikTok and Instagram Reels. This milestone not only solidifies YouTube’s position as a leading player in the short-form video market but also indicates its immense growth potential. In this article, we will delve into the latest developments and achievements of YouTube Shorts, highlighting its expanding user base, revenue generation, and exciting new features.

YouTube Shorts: A Massive User Base

YouTube Shorts has witnessed a tremendous surge in popularity, attracting more than 2 billion logged-in users on a monthly basis. This milestone represents a significant increase from the 1.5 billion monthly logged-in users reported last year. This exponential growth places YouTube Shorts ahead of its competitors, further solidifying its dominance in the short-form video landscape. With such a massive user base, YouTube Shorts has become a formidable platform for content creators to showcase their talent and engage with a vast audience.

Revenue Growth and Advertising Success

Google, the parent company of YouTube, announced impressive Q2 2023 results, with YouTube generating $7.67 billion in revenue through ads. This figure exceeded analyst estimates and marked a 4% year-on-year growth. YouTube’s advertising success can be attributed to its ability to reach a massive audience and provide targeted ad placements. To further enhance its premium ad offering, YouTube Select, the company is introducing 30-second unskippable ads. These ads are expected to deliver even greater value to advertisers and generate additional revenue for YouTube.

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Diversification Beyond Ads

YouTube is not solely relying on ads for revenue generation. The platform has expanded its offerings to include a range of diverse content and subscription-based services. In April, YouTube began offering pre-sales of the NFL Sunday Ticket subscription, which will stream live games in the upcoming Fall season. Additionally, YouTube has partnered with Warner Bros. Discovery to offer a bundled package of Max-NFL Sunday Ticket on YouTube TV. These strategic collaborations highlight YouTube’s commitment to providing a wide array of content options to cater to the diverse interests of its users.

Connected TV Growth and Premium Subscriptions

YouTube’s reach extends beyond traditional computer and mobile screens. The company announced that it is now reaching 150 million people through Connected TV screens in the U.S., with promising signs of global growth. This expansion into the Connected TV space opens up new opportunities for advertisers and content creators to engage with audiences in a different format. Furthermore, YouTube has experienced significant growth in its premium subscriptions. While the company reported having 80 million paid subscribers for YouTube Premium and Music last year, an updated number was not provided during the Q2 2023 earnings call. However, YouTube recently raised prices for its individual premium plan and Music plan in the U.S., indicating a positive trajectory for its subscription services.

Positive Quarterly Results and Leadership Changes

Google’s overall quarterly results were promising, with the company reporting a revenue of $74.6 billion for the quarter ending June. This figure represents an increase from the $69.7 billion generated in Q2 2022, demonstrating steady growth for the company. Additionally, Alphabet, Google’s parent company, appointed Ruth Porat as the president and chief investment officer, elevating her from her previous role as chief financial officer. With this promotion, Porat will oversee Alphabet’s various divisions, including Waymo, Verily, and Google Fiber, further solidifying Alphabet’s leadership in the technology industry.

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Expanding Functionality: New YouTube Shorts Features

To enhance the user experience and encourage further engagement, YouTube has introduced several new features for YouTube Shorts. One of the notable additions is the Collab tool, which allows users to record Shorts in a side-by-side format with other YouTube or Shorts videos. Creators can choose from various layout options to seamlessly join in a split-screen format, fostering collaboration and creativity. Additionally, YouTube has introduced a Q&A sticker, enabling creators to ask questions and receive responses directly in the comments section. Furthermore, YouTube is testing a mobile-first vertical live experience, giving live creators the opportunity to be discovered within the Shorts feed. These new features aim to empower content creators and provide users with more interactive, engaging content.

Simplifying Content Creation with Recomposition Tools

YouTube is constantly striving to make content creation more accessible and user-friendly. In the coming weeks, the platform plans to test new recomposition tools that will simplify the process of transforming horizontal videos into Shorts. This feature will enable users to seamlessly adapt their existing video content to the vertical format, expanding the possibilities for creativity and reaching a wider audience on YouTube Shorts.


YouTube Shorts has proven to be a resounding success, attracting over 2 billion logged-in users every month and surpassing its competitors in the short-form video market. With its steady revenue growth, expansion into Connected TV, and diverse content offerings, YouTube continues to solidify its position as a leading player in the digital entertainment industry. The introduction of new features, such as the Collab tool and Q&A sticker, further enhances the user experience and fosters collaboration among content creators. As YouTube continues to innovate and evolve, it remains a platform that empowers creators and provides a rich and engaging experience for its vast user base.

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