ByteDance, the company behind TikTok, is gearing up to introduce 30-minute long videos on the platform in a bid to rival YouTube. This departure from TikTok's traditional short-form video format was discovered by social media consultant Matt Navarra, who observed the feature in the iOS Beta App and Android App in the UK.
TikTok, originally known for its 15-second videos, gradually increased the time limit to one minute, then three minutes, and later to 10 minutes in response to user demands. Now, ByteDance is testing a 30-minute video limit, aiming to attract more users and content creators, potentially positioning TikTok as a direct competitor to YouTube, which has no specific time limit for videos.
This move opens up possibilities for uploading complete TV episodes and other long-form content on TikTok. The platform supports convenient video navigation, allowing users to fast-forward by tapping and holding the right side of the video, facilitating a smoother experience for watching extended content. ByteDance had previously experimented with 5-minute videos as part of its diversification efforts.
While TikTok is widely recognized for its short videos, the company is strategically expanding its target audience by incorporating longer formats. It remains to be seen how users will respond to the increased video lengths.
Additionally, ByteDance's global expansion is evident as the company establishes offices in Canada, Australia, and the United States. In 2023, ByteDance reported revenues of approximately $110 billion, surpassing those of Tencent Holding. The timeline for the widespread release of the 30-minute video feature on TikTok is yet to be clarified.
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