YouTube’s mobile video editor is coming to iOS

Google is set to extend its video editing app, YouTube Create, to iOS devices, nearly two years after its initial launch on Android. Recent job postings have revealed that the tech giant is actively seeking engineers in Bengaluru, India, to spearhead the development of the iOS version. Launched in September 2023, the Android-exclusive YouTube Create initially debuted in the U.S. and seven additional markets, gradually expanding to 13 more by February 2024. Designed specifically for content creators, the app offers a range of free mobile video editing tools, including stickers, GIFs, and visual effects tailored for both YouTube Shorts and longer videos. The development was informed by feedback from 3,000 creators to ensure it met their needs. In launching YouTube Create, Google aims to compete with ByteDance's CapCut, but data from Sensor Tower suggests that it still trails behind its competitors significantly. CapCut was downloaded 66 million times on Android in the second quarter of this year, while InShot garnered 21 million downloads. In stark contrast, YouTube Create recorded fewer than 500,000 downloads in the same period, totaling only 4 million since its launch. The disparity in user engagement is even more striking. CapCut boasts over 442 million monthly active users on Android, with InShot claiming 92 million. YouTube Create, however, has managed less than one million monthly active users. The competition on iOS is equally intense, with CapCut leading at 194 million monthly active users, followed by InShot at 25 million. Despite these challenges, YouTube Create has shown a year-over-year increase of 28% in monthly active users, outpacing CapCut's 9% growth and InShot's 7% decline, according to Sensor Tower's data. "While YouTube Create is experiencing solid user growth, it still falls short compared to established competitors like CapCut, which has more than ten times the number of active users," noted Abe Yousef, a senior insights analyst at Sensor Tower. Yousef also highlighted that YouTube Create may be developing a more loyal user base, as the increase in active users suggests that those who previously tried the app are returning to use it regularly. However, retention remains a concern, with a 90-day retention rate around 1% in Q1, significantly lower than CapCut's 7% and InShot's 4%. Engagement metrics reveal that users spend an average of just 38 minutes per month on YouTube Create, compared to the 62 minutes spent by CapCut users. Geographically, YouTube Create's user base is beginning to diversify. Last year, India made up 67% of its monthly active users, but that figure has dropped to 51% as the app gains popularity in other regions. Notably, Indonesia has emerged as the second-largest market for YouTube Create, contributing 21% of its global monthly active users. Other significant markets include Germany (5%), Brazil (4%), and the UK (3%), with impressive growth reported in countries like Spain, South Korea, France, and Singapore. An iOS version of YouTube Create could potentially enhance its market share, although it will continue to face stiff competition from both social media-backed editing platforms and native video editing software. As of now, Google has not commented on the expanding plans for YouTube Create.