TikTok Explores 30-Minute Video Uploads

Matt Navarra / TikTok

TikTok is currently testing 30-minute videos. Spotted in the TikTok beta app by Matt Navarra, users would have the ability to upload videos as long as 30 minutes, an increase from the current 10-minute limit.

Why It Matters: While TikTok has been encouraging creators to experiment with longer videos (photos, too) —content extending beyond the usual one-minute mark—the prospect of 30-minute uploads marks a significant shift.

Long-form content creators, such as YouTubers and podcasters, could find this feature appealing. It opens the door for them to share complete videos from their YouTube channels or break down their full-length content into more digestible segments instead of short clips.

This update could also catch the attention of movie and TV studios, who have been increasingly using TikTok, including uploading full movies and shows via dozens of clips. It might not be far-fetched to imagine a movie or TV show premiering on TikTok, especially considering TikTok and its creators' presence at this year's Sundance Film Festival. TikTok could become what wanted to be.

Add in TikTok’s recent upgrades to the viewing experience for tablets and foldable devices, coupled with the ability to cast content to TVs, users would have a few different ways to watch these longer videos, especially for communal viewing.

TikTok's overall goal with longer videos remains the same—driving advertising revenue. Having 30-minute uploads could expand its advertising solutions to include pre-roll or mid-roll ads, similar to YouTube, which could also generate stronger revenue for creators via ad revenue sharing.