A file photo showing YouTube’s logo (Image courtesy of Yonhap)
SEOUL, Oct. 14 (Korea Bizwire) – YouTube’s decision to extend the maximum length of its short-form video service, Shorts, from 60 seconds to 3 minutes is set to reshape the competitive landscape of video platforms in South Korea. The change, effective October 15, was announced on YouTube Korea’s blog, operated by Google Korea.
Todd Sherman, YouTube’s director of product management for Shorts, emphasized that this extension was “the most requested feature by creators,” allowing for more comprehensive storytelling within the short-form format.
This move aligns YouTube with competitors like TikTok, which increased its maximum video length to 3 minutes in 2021, and Instagram’s Reels, which currently allows up to 90-second videos. Naver, a prominent South Korean IT platform, limits its short-form video service Clip to 90 seconds.
Industry observers view YouTube’s policy change as a strategic response to the growing popularity of short-form content, particularly among younger audiences. The competition among platforms to increase user numbers and attract influential creators has intensified globally.
YouTube’s dominance in the Korean video platform market is already substantial. According to a May report by app analysis service Wise App, YouTube accounts for about one-third of all smartphone app usage time in South Korea. A recent survey by CJ ENM’s Mezzo Media found that YouTube Shorts is the preferred short-form video channel for 76% of respondents, followed by Instagram Reels (51%) and TikTok (19%).
An IT industry insider commented, “Short-form videos on platforms are trending towards longer durations due to the increase in informational content. Given YouTube’s large user base in Korea, extended Shorts are likely to be effective in capturing viewership.”
The competition among YouTube, Instagram, and TikTok in the Korean market is expected to intensify. TikTok recently announced plans to launch “TikTok One,” a marketplace connecting brands and creators, in Korea during the fourth quarter of this year.
For domestic platforms like Naver, securing competitiveness against global tech giants has become an urgent priority. Mobile Index data from IGAWorks reveals that in September, YouTube’s mobile app usage in Korea totaled 1.87 billion hours, more than double the combined usage of KakaoTalk (517.9 million hours) and Naver (327.7 million hours).
Kevin Lee (kevinlee@koreabizwire.com)
