YouTube Shorts: A Failed Experiment?

YouTube’s New ‘Rotate Shorts’ Feature: A Step Backwards?

YouTube is constantly evolving, rolling out changes to keep up with its massive user base. But a recent update, the ‘Rotate Shorts’ function, is raising eyebrows – adn perhaps frustrating viewers.

The idea seems simple enough: allow users to watch Shorts in landscape mode. Shorts are designed for vertical viewing on mobile phones, but this feature aims to adapt them to a rotated screen.

Though, the execution is proving problematic. activating ‘rotate Shorts’ in your accessibility settings actually shrinks the video to roughly 70% of the screen size. Rather of filling the display, it’s surrounded by large, unused space.

This new function seems geared towards users who habitually hold their phones in landscape. Yet, on tablets and foldable phones, landscape viewing of Shorts already works seamlessly. It begs the question: was this feature even necessary?

Beyond this questionable update, YouTube Shorts are also bracing for an influx of AI-generated content. While AI-created videos aren’t inherently negative, clear labeling is crucial to maintain clarity and help viewers distinguish between human and machine-made creations.

Disclaimer: This article discusses a feature of a third-party platform (YouTube) and dose not provide technical support or endorse any specific viewing preferences. User experience may vary.

What are the primary reasons creators have expressed dissatisfaction with YouTube Shorts’ monetization model?

The Rise of Short-Form Video & YouTube’s Response

The explosion of TikTok in 2020 sent shockwaves thru the social media landscape. Recognizing the shift in user behavior towards short-form video content, YouTube swiftly launched YouTube Shorts in February 2021. The initial goal? To compete directly with TikTok and retain its user base, notably younger demographics. The platform offered a new way to create and consume content – vertical videos up to 60 seconds long, accessible through a dedicated Shorts shelf on the YouTube app. Early adoption was fueled by a $100 million YouTube Shorts Fund, designed to incentivize creators.

Initial Metrics & The promise of Monetization

Initially, YouTube Shorts saw impressive growth. In late 2021, YouTube reported that Shorts were being viewed over 15 billion times daily. This surge in views indicated a strong appetite for the format within the existing YouTube ecosystem. However, a key question remained: could Shorts translate views into significant revenue for creators and, ultimately, for YouTube itself?

The initial monetization model was…complex. The YouTube shorts Fund, while helpful, was criticized for its inconsistent payouts and lack of transparency. Creators often found the revenue generated from the fund insufficient to justify the effort of creating Shorts consistently. The promise of ad revenue sharing, similar to long-form YouTube videos, was repeatedly delayed.

The Monetization Shift & Creator Backlash (2023-2024)

In February 2023, YouTube finally began rolling out ad revenue sharing for Shorts. However, the implementation wasn’t without controversy. Ads were integrated between Shorts in the Shorts Feed, and revenue was pooled with revenue from long-form videos. Creators needed to meet specific eligibility requirements – 1,000 subscribers and either 4,000 valid public watch hours in the past 12 months or 10 million Shorts views in the same period – to participate.

This led to notable creator backlash. Many argued the revenue split was unfair, and the eligibility criteria were too high, effectively excluding smaller creators. concerns were also raised about the impact of Shorts ads on the overall user experience. The debate highlighted a fundamental tension: YouTube’s desire to maximize revenue versus the need to incentivize creators to produce high-quality Shorts content.

Performance Compared to TikTok & Instagram Reels

While YouTube Shorts boasts a massive user base (leveraging YouTube’s existing 2.5 billion+ monthly active users), it consistently lags behind TikTok and Instagram Reels in key engagement metrics.

Here’s a comparative snapshot (as of mid-2025):

TikTok: Remains the dominant force in short-form video, with an estimated 1.67 billion monthly active users and exceptionally high average engagement rates.

Instagram Reels: Benefiting from Instagram’s established user base, Reels boasts around 500 million daily active users and strong integration with the broader Instagram experience.

YouTube Shorts: While user numbers are high, average watch time and creator earnings are generally lower compared to TikTok and Reels. Data suggests users frequently enough stumble upon Shorts while already on YouTube,rather than actively seeking them out.

The Algorithm & Discoverability Challenges

A persistent complaint among Shorts creators is the difficulty of achieving organic reach. the YouTube Shorts algorithm is notoriously opaque,making it challenging to understand what types of content perform well.

Key issues include:

Limited Discoverability: Shorts frequently enough get lost in the vastness of the YouTube platform.

Emphasis on Trends: The algorithm appears to heavily favor trending sounds and challenges, perhaps stifling originality.

Lack of Personalized Recommendations: Users report receiving repetitive or irrelevant Shorts recommendations.

These factors contribute to a sense of frustration among creators who struggle to build an audience on Shorts. Many report significantly lower views and engagement rates compared to their long-form YouTube videos.

The Impact on Long-Form Content

The introduction of shorts has had a noticeable impact on the broader YouTube ecosystem. Some creators have shifted their focus to Shorts, hoping to capitalize on the platform’s reach, even if monetization is limited. This has led to concerns about a potential decline in the quality and quantity of long-form content, which remains youtube’s core offering.

Moreover,the emphasis on short-form video might potentially be contributing to a shorter attention span among viewers,making it more difficult for creators to sustain engagement with longer videos.

Is Shorts a Failure? A Nuanced Perspective

Calling YouTube Shorts a complete “failure” is an oversimplification.It has undeniably brought new users to the platform and provided a new creative outlet for existing creators. However, it’s clear that Shorts has not yet achieved its full potential.

Here’s a breakdown of the arguments:

Arguments for “Failure”:

Monetization Issues: Ongoing concerns about revenue sharing and creator earnings.

Discoverability problems: Difficulty for creators to reach a wider audience.

Competition: Continues to trail TikTok and Instagram Reels in engagement.

Impact on Long-Form: Potential negative effects on the core YouTube experience.

Arguments Against “Failure”:

Massive User Base: Leverages YouTube’s existing audience.

Growth Potential: Still relatively new and evolving.

Diversification: Provides a valuable alternative content format.

Increased Platform Usage: Contributes