Google is preparing to launch YouTube Create on iOS devices nearly two years after the video editing app was originally released for Android. Job listings reviewed by TechCrunch indicate that the company is actively hiring engineers in India for the iOS development project.
The postings reveal that Google is specifically looking for software engineers in Bengaluru to develop the iOS version. The Android app first debuted in the U.S. and seven other markets in September 2023, expanding to 13 additional markets by February 2024.
YouTube Create offers free mobile video editing tools tailored for content creators, featuring stickers, GIFs, and effects for both YouTube Shorts and longer videos. The app was developed based on feedback from 3,000 creators to better meet their needs.
This launch aims to help Google compete with ByteDance’s popular CapCut editor. However, exclusive Sensor Tower data shared with TechCrunch shows YouTube Create significantly trails behind CapCut and another competitor, InShot.
In the second quarter of this year, CapCut was downloaded 66 million times, and InShot 21 million times on Android, while YouTube Create garnered fewer than 500,000 downloads this quarter and only 4 million since its launch.
User engagement highlights the disparity as well; CapCut has over 442 million monthly active users on Android, while InShot has 92 million. YouTube Create, in contrast, has fewer than 1 million monthly active users.
On iOS, competition remains fierce, with CapCut leading at 194 million monthly active users, followed by InShot with 25 million. CapCut and Instagram’s Edit have dominated iOS downloads this quarter, with 28 million and 7 million downloads, respectively.
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Despite these challenges, YouTube Create has seen a 28% year-over-year increase in monthly active users in Q2, outperforming CapCut’s 9% growth and InShot’s 7% decline.
While YouTube Create is gaining traction, it still faces retention issues. Its 90-day retention rate was about 1% in Q1, significantly lower than CapCut’s 7% and InShot’s 4%. Users spend an average of 38 minutes per month on YouTube Create compared to 62 minutes on CapCut.
Geographically, YouTube Create’s user base is diversifying. India accounted for 67% of its total monthly active users last year, dropping to 51% this quarter as the app gains popularity in other regions. Indonesia has emerged as its second-largest market, contributing 21% of global users.
YouTube Create is also experiencing strong growth in several other markets, including a 119% increase in Spain and 91% in South Korea.
An iOS release could enhance YouTube Create’s market share, but it will continue to face stiff competition from social media-backed video editing platforms and native editors. Google did not respond to requests for comment.
SOURCE: TECH CRUNCH
