We are at the point where discussions taking place among the giants regarding TikTok need to be about how to survive against the company. It is too late to try to stop or slow TikTok’s momentum. Attempts at outflanking TikTok are also off the table.

YouTube Shorts has been Google’s response to TikTok and the overall rise of short-form video. Two weeks ago, Google unveiled its strategy for coexisting alongside TikTok: Appeal…