"TikTok Explores 30-Minute Uploads to Challenge YouTube's Dominance"

TikTok is testing 30-minute video uploads in its beta version, following a trend of increasing maximum post limits over the years. This move aligns with its Chinese counterpart, Douyin, which expanded its upload limit to 30 minutes in 2022. The longer upload capacity could lead to broader monetization potential for creators through pre and mid-roll ads, addressing a key challenge for TikTok. This step reflects TikTok's aim to become a primary entertainment destination rather than just a supplementary engagement tool for longer video creators.