YouTube has launched its short-form video experience, YouTube Shorts.
The feature will enable uses to upload 15-second videos with a new set of creator tools. A beta version is launching initially in India.
The rival service to TikTok will include similar functions, including multi-segment camera, speed controls and a countdown feature.
“This is an early version of the product, but we're releasing it now to bring you – our global community of users, creators and artists – on our journey with us as we build and improve Shorts,” stated a blog post from YouTube. “We’ll continue to add more features and expand to more countries in the coming months as we learn from you and listen to your feedback.”
The launch coincided with further developments at TikTok, whose US business is set to be acquired by Oracle.
Instagram is rolling out its own TikTok rival, Instagram Reels.