How will delayed iOS support affect YouTube Create’s competitiveness in the mobile video editing market

YouTube Create launched exclusively on Android in September 2023, offering creators a streamlined video editing experience with direct publishing to YouTube. However, the absence of an iOS version nearly two years later has limited its reach, as millions of Apple device users remain unable to access the app’s native features.

This delay has forced iOS creators to rely on third-party editing apps, many of which lack seamless YouTube integration. Consequently, YouTube Create has missed out on capturing a significant portion of the mobile editing market, slowing user base growth and reducing overall platform influence.

Competitive disadvantage against established rivals

During this period, competitors like ByteDance’s CapCut and InShot have solidified their dominance across both Android and iOS platforms. CapCut, in particular, boasts advanced AI-powered editing tools, script-to-video capabilities, and a vast template library that appeal to a broad spectrum of creators.

YouTube Create’s delay has allowed these rivals to deepen their market penetration, making it challenging for Google to regain lost ground. The lack of an iOS app undermines YouTube Create’s ability to present itself as a comprehensive, cross-platform solution.

Did you know?
CapCut, YouTube Create’s primary competitor, has been downloaded over 500 million times globally, reflecting the intense competition in mobile video editing apps.

Technical and strategic challenges in cross-platform development

Google’s ongoing recruitment of iOS software engineers in Bengaluru, India, indicates that development is active but behind schedule. Cross-platform app development often involves complex challenges, including adapting features to different operating systems and ensuring consistent user experience.

The extended timeline beyond the original 2024 target suggests technical hurdles and possibly shifting priorities within Google’s broader creator tools strategy. These factors contribute to the delay and affect market responsiveness.

ALSO READ | Will AI-driven search fundamentally change the relationship between publishers and their audiences

Importance of direct YouTube integration for creators

One of YouTube Create’s key advantages is its seamless integration with the YouTube platform, enabling creators to publish Shorts and longer videos directly without intermediate steps. This feature is particularly valuable for content creators focused on growing their YouTube presence efficiently.

Without iOS support, a large segment of creators misses out on this convenience, potentially impacting content volume and quality on YouTube. This gap may also influence creators’ platform loyalty and their choice of editing tools.

Outlook for YouTube Create’s iOS launch and market recovery

Despite the setbacks, Google’s commitment to developing the iOS version signals recognition of the platform’s importance. Once launched, YouTube Create could leverage its unique features and YouTube ecosystem to attract iOS users.

However, recovering market share will require aggressive feature updates, marketing efforts, and possibly partnerships to compete with entrenched rivals. The timing of the iOS release will be critical in determining whether YouTube Create can regain momentum.