YouTube, Tubi expand horizons with new short-form video features

The news: The battle for viewer attention is heating up as major platforms unveil innovative tools for bite-sized content. YouTube and Tubi are leading this charge with distinct approaches: YouTube is equipping creators with AI tools, while Tubi reimagines how viewers discover TV shows and movies.

AI-powered creation: Dream Screen, YouTube's latest addition to Shorts, brings AI-generated video backgrounds to creators' fingertips.

• By integrating Google DeepMind's Veo technology, the platform offers dynamic, cinematic backgrounds that outpace competitors like TikTok.
• This move gives YouTube a unique edge in the creator market, though success will ultimately depend on how creators embrace these new tools.

Content discovery innovation: Tubi's new “Scenes” feature takes a different approach, curating short clips from its extensive library of shows and movies.

• Unlike user-generated content platforms, Tubi focuses on professional programming, helping mobile viewers discover full-length content through engaging snippets.
• While currently limited to mobile devices and lacking social features, this strategy could drive more viewers to Tubi's broader offerings.
• Netflix has also joined the trend. Its “Moments” feature allows users to share platform-approved clips rather than unauthorized screen captures, showing how streaming services are adapting to modern viewing habits.

Why they’re doing it: There’s abundant evidence that short-form video works across a number of personas and demographics.

• 53% of teens consume Shorts; for TikTok and Instagram, those numbers rise to 64% and 55%, respectively.
• B2B professionals believe short-form videos deliver the best ROI.
• Even influential creators prefer short-form video over other formats when collaborating with brands.

Our take: The short-form video revolution shows no signs of slowing. As attention spans shrink and competition intensifies, platforms must continue innovating to capture and retain viewers. YouTube's creator-focused AI tools and Tubi's discovery-driven approach represent different but equally important strategies in this evolving landscape.

The success of these initiatives depends on their ability to not just attract viewers with quick content hits, but to convert that attention into lasting engagement. As platforms refine these features, short-form video is cementing its position as a fundamental part of modern content consumption.

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