YouTube's TikTok rival, YouTube Shorts, launches in the US

YouTube Shorts, the company's short-form video experience and TikTok rival, is launching today in the U.S. The feature allows creators to record, edit and share short-form video content that's 60 seconds or less in length, optionally set to popular music.

For now, YouTube Shorts doesn't include any ads or offer other monetization features for creators, but YouTube will begin experimenting with those later this year, according to Todd Sherman, product lead for YouTube Shorts.

The company said it will also roll out more features in the coming months, including the ability to add text to specific points in videos and the ability to sample audio from other Shorts to "remix it into your own creation." In addition, YouTube plans to allow Shorts users to access audio from any video across its platform.

"This means you can give your own creative spin on the content you love to watch on YouTube and help find it a new audience - whether it's reacting to your favorite jokes, trying your hand at a creator's latest recipe, or re-enacting comedic skits," Shorts Product Lead Todd Sherman said.

YouTube also announced that it has partnerships with 250 music labels and publishers, such as Universal Music Group, Sony Music Entertainment and Publishing, Warner Music Group and more. This is a huge starting point for a new shortform video app, given how music edits and dance videos make up a large portion of the most popular content on TikTok.

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