TikTok has been extending its video lengths gradually, with the new option that allows users to upload videos up to 30 minutes long. This feature was discovered by social media consultant Matt Navarra on the iOS beta version of TikTok in the UK, as reported by TechCrunch. This move follows an earlier increase in video length, from a 10-minute maximum to 15 minutes back in October 2023.
This expansion indicates TikTok’s ambition to cater to a wide range of content. The platform has made a significant impact in the music industry and even introduced its music streaming service in various countries.
With the move to allow 30-minute videos, TikTok seems to be aiming beyond replicating YouTube’s model, aligning more closely with streaming services like Netflix and HBO Max. Users are increasingly consuming longer content on TikTok, with some even watching entire movies and TV shows through segmented clips. Notable examples include Mean Girls being released in 23 parts for fans to enjoy on “Mean Girls Day” and The Sopranos posting 25-second episode summaries to commemorate the show’s 25th anniversary.
With this recent development, TikTok seems poised to compete with more platforms and command more of your attention.
Topics TikTok
Meera is a Culture Reporter at Mashable, joining the UK team in 2021. She writes about digital culture, mental health, big tech, entertainment, and more. Her work has also been published in The New York Times, Vice, Vogue India, and others.
