It's a clear shot across the bow of the likes of TikTok: YouTube launches Shorts feature

Not content with a pester-power campaign to convert free users to Premium, the streaming giant squares up to TikTok in its quest for global dominance

YouTube Shorts allows video-makers and social media users to integrate short video to the platform - another major pivot from the publisher

There have been changes afoot on YouTube lately. 

Looking to make hay from a massive audience spike over the course of lockdowns around the world, the Google-owned video platform has doubled down on pre-and post-video advertising - including across channels that aren't set for content monetisation - as part of a push for subscribers to its Premium tier, which includes music service YouTube Music.