Is YouTube the new Tiktok?

1. The TikTok-ification* of YouTube

For years, YouTube set the standard for internet video. But the rise of TikTok threw a wrench into that dominance. To compete, YouTube launched Shorts — and it worked. With 2 billion monthly users and a format that mirrors TikTok’s bite-sized scroll experience, Shorts have become impossible to ignore.

In adopting this model, YouTube isn’t just copying TikTok — it’s reshaping itself. Even the homepage and mobile interface now prioritize short content, suggesting YouTube sees its future less in 20-minute explainers and more in 20-second dopamine hits.

2. Feature War: Who Imitated Who?

Today’s social media feels like a race to the middle. Instagram has Reels, TikTok has longer videos, and YouTube has Shorts. All three platforms are converging on similar creative features — and YouTube’s updates are some of the most aggressive.

YouTube has leaned heavily into TikTok-style engagement. You can remix existing videos, jump on sound trends, and interact with fans in real time. From content creation to visual layout, YouTube is quickly shedding its unique identity in favor of trends TikTok popularized.

3. The Creator Economy Clash

Where YouTube still holds a key advantage is monetization. While TikTok struggles with sustainable payouts, YouTube’s integration of Shorts into its ad-sharing program allows even short content to earn real revenue.

This makes a huge difference to creators choosing where to invest their energy. With live gifting, Super Thanks, and product links, YouTube enables revenue diversification beyond brand deals — something TikTok still lags behind on.

4. Cultural Shifts and Consequences

Short-form video isn’t just a feature — it’s a behavior shift. Users now expect quick bursts of content, algorithmic curation, and endless scroll. YouTube is adapting fast, but at what cost?

Many veteran creators worry about Shorts pulling attention from deep, thoughtful content. Some have seen engagement on traditional uploads drop after focusing on Shorts. Others embrace it, seeing Shorts as a funnel to bring in new audiences.

5. A New Era, A New Set of Rules

As YouTube becomes more like TikTok, governments and watchdogs are taking note. With growing calls to apply underage protections and social media regulations to YouTube as well, its previous identity as a “video platform” may no longer shield it.

The more YouTube leans into short-form virality, the more it invites the same scrutiny applied to TikTok. If regulators treat them alike, creators and advertisers may need to adjust how they use both platforms — not just for engagement, but for compliance.

*Gary Vee was one of the first influencers-marketer, to use this term