Youtube is following in the trend of having users use messaging in the app, the make sure they don’t have to leave the app! Now you can really easily send people messages that have your favorite Youtube videos in them. It’s a pretty frequent occurence that you’re talking to someone and you have a video that you need to show them, and now it’s even easier to do so. All you have to do is invite a friend to a particular conversation thread, and start chatting. Youtube developed this feature to make sharing easier for users – because they hypothesize that this new messaging feature will increase shares – and they are right!
Even though Youtube is really doing well on some metrics, other apps which are becoming more video centric every day – like Facebook and Snapchat – are slowly stealing traffic away from Youtube. So, Youtube is doing what it can to try to stay competitive. Even though people already spend an average of 40 minutes looking at Youtube videos on their mobile devices, the makers of the app want to increase that time, and make sure people keep Youtube in their minds as the place to go for videos.
The reason for Youtube to do this is because their robust advertising program is what really generates a lot of revenue for the company, which is part of Google. Youtube needs to try to stay relevant so that its advertisers stay interested in the platform. The makers seem to hope that by creating another reason to stay in the app and share content with friends, users will not feel the need to use other apps for video quite as much, and will remain loyal to the original video sharing platform.
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