Riel Roussopoulos
YouTube Tests Shorts, Applause You Can Buy, and Online Shopping – PCMag
YouTube this week announced a slew of fresh features and new ways for creators to monetize their content—from auto-chapters and more YouTube TV features to TikTok-esque Shorts, “applause” tipping, and integrated shopping.
“Today, with video becoming an even more important part of our daily lives, the needs of viewers are evolving faster than ever,” Chief Product Officer Neal Mohan wrote in a blog post. “To meet these demands in the year ahead, we’re looking to redefine how the world experiences video.”
Reinventing User Experience
Following previous updates like a refreshed desktop design, mobile features, and watch page, the Google-owned brand promised more ways to help connect viewers with their favorite creators and content. Starting with automatic video chapters and a redesign of the YouTube AR app homepage for improved navigation, accessibility, and search functionality.
From Screen to Screen
The majority of YouTube videos are viewed on mobile devices, but as our homes become increasingly connected, YouTube is turning its attention to television. Since its launch three years ago, YouTube TV has attracted over three million paid subscribers and more than 85 networks.
“And there’s more to come, including a new add-on option that lets viewers watch available shows in 4K or download them to their DVR to watch later offline,” Mohan announced. “Plus, this option will add unlimited concurrent streams at home, so the whole family can enjoy YouTube TV on different screens at once.”
Creative Opportunities
Most people don’t have the attention span to watch long-form videos from beginning to end. So YouTube is experimenting with “snappy” Shorts. Currently in beta testing in India, YouTube Shorts receives more than 3.5 billion daily views globally, and will begin expanding to the US “in the coming weeks.”
Time is money, though, and YouTubers have long worked to turn their passion for video into a lucrative career. Inspired by the success of Super Chat and Super Stickers—which let viewers purchase messages during live streams—YouTube is experimenting with a new applause function. Fans can support their favorite channels by purchasing a one-off “clapping” animation that appears only to the creator. The more you pay, the more elaborate your applause will be. Desktop and Android users in Australia, Brazil, India, Japan, Korea, Mexico, New Zealand, and the US can choose from four different clapping visuals.
Taking a cue from other social networks, YouTube is also building out e-commerce opportunities and beta testing a new integrated shopping experience that allows viewers to make purchases directly on the site.
Additional updates include more personalized music mixes, centered around everyday activities and moods; new parental tools, including the option to add specific videos and channels from the main platform to YouTube Kids. “Together, this group of products will further fuel the ambitions of today’s pioneers in the creative economy and their next-generation media companies,” Mohan said.
Published at Thu, 18 Feb 2021 12:00:55 +0000
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