WIRED: Width of the Short-Form Video War: The YouTube Music Streaming Apps for Gen Z Audiences

YouTube Music just announced Samples, a new in-app feature where users can scroll through short music video clips from their favorite artists and discover new songs. Welcome back to the short-form video wars. Yes, Silicon Valley remains hyperfixated on generative AI, but don’t forget one of its other, recent favorite trends: releasing features that vaguely remind you of TikTok.

The music subscription app is available individually or bundled with YouTube Premium, which also includes access to an ad-free experience on YouTube proper. For an in-depth discussion about which streaming option is a worthwhile choice for you, check out WIRED’s picks for the best music streaming apps, including Spotify, Tidal, Apple Music, and YouTube Music.

For YouTube Music, and other streaming services, the ability to attract and hold a loyal Gen Z audience is critical for growth. According to the company’s recent earnings report, a growing number of young viewers is a primary factor that has helped propel the app’s dominance.