Google is gearing up to launch YouTube Create on iOS, nearly two years after its initial release exclusively on Android. The company has started hiring engineers in India to bring this popular video editing app to Apple devices.
The recruitment efforts are focused on Bengaluru, where Google is seeking talented software engineers to develop the iOS version. Initially launched in the U.S. and seven other countries in September 2023, the Android app expanded to 13 additional markets by February 2024.
YouTube Create offers content creators a suite of free mobile video editing tools, including stickers, GIFs, and effects suitable for both YouTube Shorts and longer videos. It was developed after consulting with 3,000 creators to better fulfill their needs.
This app is part of Google’s strategy to rival ByteDance’s CapCut. However, according to exclusive data, YouTube Create trails behind competitors like CapCut and InShot. CapCut and InShot had 66 million and 21 million downloads, respectively, in the second quarter on Android, whereas YouTube Create clocked fewer than 500,000 downloads, amassing just 4 million since its launch.
User engagement also highlights a stark difference: CapCut has over 442 million monthly active users, while InShot boasts 92 million. In comparison, YouTube Create holds fewer than a million.
On iOS, the competition remains intense. CapCut leads with 194 million monthly active users, followed by InShot with 25 million. Recent iOS downloads saw CapCut at 28 million and Instagram’s Edit at 7 million.
Despite trailing in numbers, YouTube Create is experiencing growth, with a 28% increase in monthly active users year-over-year as of Q2, compared to CapCut’s 9% rise and InShot’s 7% decline.
YouTube Create may be building a loyal user base, with rising active users and fewer downloads suggesting returning loyalists. However, the app faces retention challenges, with a 90-day retention rate of about 1% compared to CapCut’s 7% and InShot’s 4%.
Users also spend less time on YouTube Create, averaging 38 minutes per month, whereas CapCut users spend 62 minutes. CapCut visitors engage more frequently, with 23 sessions monthly versus YouTube Create’s 11.
Geographically, YouTube Create’s user demographic is broadening. India, once representing 67% of users, now stands at 51% as global traction grows. Notably, Indonesia is the second-largest market with 21% of users. Germany, Brazil, and the UK follow.
Significant growth is also observed in other regions like Spain, South Korea, France, and Singapore.
An iOS launch could significantly boost YouTube Create’s market share, though it will continue to face strong competition from other platforms and native video editors.
