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YouTube to test TikTok-like features and shorts

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YouTube will begin test runs of ads on its feature shorts, which compete with short-form videos from Instagram and TikTok.

The platform is aiming to target app-install ads and promotions according to Google’s chief business officer, Philipp Schindler. “While it’s still early days, we’re encouraged by initial advertiser feedback and results,” he said.

YouTube has 30 billion daily views of YouTube Shorts, which is four times that of last year. The video-streaming platform’s ad revenue in the first quarter was only 14%, reaching $6.86 billion, which fell short of analyst expectations, according to sources. 

Earlier, YouTube blocked Duma TV which broadcasts from Russia’s lower house of parliament, drawing an angry response from officials who said the streaming service could face restrictions in response.

A message on YouTube said the Duma channel had been “terminated for a violation of YouTube’s Terms of Service”. The Google-owned video sharing site has been under pressure from Russian communications regulator Roskomnadzor and officials were quick to respond.

“From the look of it, YouTube has signed its own warrant. Save content, transfer (it) to Russian platforms. And hurry up,” foreign ministry spokeswoman Maria Zakharova said on the Telegram messaging service.

 

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