Ronnie05's Blog

New look YouTube strides into larger monetization game! Does it loose out on its USP though?

Posted in Internet and Search by Manas Ganguly on December 3, 2011

YouTube finally gets its image makeover long due to it, considering the fact that this is one of the Google’s biggest and most cuccessful products.Gone is YouTube’s old cluttered image, with ill-defined boxes of widgets that maade it look like an Amateur’s site. Gone is its use of large sections of white page. Replacing all this now is content that is curated and a massive emphasis on personalized channels. Channels are thematically linked sections of the site that would feel a little more like the user’s standard cable TV box perhaps (sports channels, news channels, science…and so on).

1. YouTube now allows the user to customize the homwpage feed and even link up Google+ and Facebook to follow friends activity
2. Channels is the quitessential way of categorzing video content into seminal categories. This allows for an easy profilingof users who lets say prefer music over sports or any other choice. This feature adds a very effective tool for targeting specific user profiles.
3. The thrid is a new paint on the homepage which gives it a refreshing professional and neat look.

What Google is trying to do to every video that’s uploaded is to squeeze it into a channel right from the start–to box it, package it, line it up with similar peers and so on, and to encourage uploaders to think of their audience in the same way that a TV channel may.By banishing the chaotic, eclectic colors, segments and detail of the previous design, and making it easier to stay on video topic as well as keeping up with video recommendations from your social network, it’s trying to keep viewers on the page for longer. The experience is simply more pleasant and easier to navigate.

With over 3 billion hits on YouTube per day, it was perhaps time for Google to consider ways of monetizing around the service. In the end it’s all about money. The key here is that the more users engage with the site, the more eyes-on-advertising time they give to Google. And by aligning itself as a sort of desktop equivalent to a cable TV, with easily accessible Channels of similar content (albeit a mix of user-submitted and professionally created video) Google is trying to compete with TV on more equal footing.

However, YouTube’s USP throughout has been crowd sourcing content and social discovery of content. With shifting emphasis towards ad revenue dollars and also curated and sponsired content, YouTube also take s a divergent path from its initial USP.The new design as it pertains to the design itself is nice, but it seems like the idea around Content making, sharing and discovery is now getting shoved to the backseat in favor of content that looks good on television. That’s not revolutionizing television, that’s simply copying what’s already there on digital space.

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