I have to add this too. TikTok was winning the race. To catch up, Instagram added Reels, Snapchat added stories, Tweeter added a new tab that only shows the media.
In a way they were successful to win back a part of their audiences, though not all of it. But I don't think youtube will ever be able to catch up.
It's mostly because the way youtube treats the ads. Youtube asks us to watch an ad to be able to watch what we're looking for. But in other social media apps you can swipe and get ride of the ad. It means Tiktok shows the ad, and doesn't gaurantee that the users will watch it and doesn't oblige viewers to spend their time to watch the ad. You can get ride of it in a fraction of a second. Just swipe to the next clip.
But you have to watch youtube ads at least several seconds and every now and then all of it.
