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Hot on the heels of parent company Google's announcement in the space, online video platform YouTube has announced a new URL shortening service which could spell bad news for incumbents such as bit.ly and TinyURL.
In a blog posting yesterday, Google engineering manager Vijay Karunamurthy announced youtu.be as a shortener for all YouTube video links "and nothing but YouTube links".
"So you can rest assured that when you see a link with this URL, you are indeed about to click on a YouTube video," he wrote.
"Also, because the link contains the ID of the video you're going to see, developers can do interesting things like show you …