Last chance to save on Digiday Publishing Summit passes is February 9
The pitch is simple. “Get More into YouTube.” That’s the message being featured, along with an accompanying clip, on YouTube’s redesigned home page. With the Google-owned property reaching over 100 million unique users in the U.S. per month, and streaming 3 million videos per day, it would be hard to argue the idea the people aren’t currently into YouTube.
But the site has a consistency problem, which it knows it needs to address. People come to YouTube all the time for all sorts of video clips, but they don’t come back again an again to watch series as much as professional/semiprofessional content creators would like. And they don’t funnel users as well as they could to other content. That’s the thinking behind YouTube’s channel strategy.
“Our approach is very different from when I first joined the company [in 2006],” YouTube sales chief Suzie Reider noted at an industry conference this week. “Back then, the thinking was “let the algorithm predict what people want to watch.”
Now, the site has over 20,000 content creators, and it’s spending $100 million on new content. The algorithm isn’t going to cut it.
“What will be new for us is promoting a channel guide, and a new look and feel,” said Reider. “We’ve never explicitly promoted content. We are now going to help users find things.”
More in Media
From vibes to data: Why some brands use predictive tech to vet creators
Brands like TheRealReal and Shark Ninja are turning to predictive models and datasets to guide their strategies.
In Graphic Detail: The puny nature of regulatory fines compared to Big Tech’s financial prowess
Big Tech could pay off over $7 billion in 2025 fines in less than one month, demonstrating the disparity between regulatory bite and corporate wealth.
WTF is vibe coding?
Vibe coding is an increasingly popular way of writing code using plain-language prompts that creators are leveraging to build apps, websites, and more.