YouTube's Mobile Redesign Aims to Boost Watch Time Even More

YouTube has three top priorities: "mobile, mobile and mobile," according to its boss Susan Wojcicki. On Thursday, the longtime Google exec took the stage at VidCon at the Anaheim Convention Center in Anaheim, Calif. -- think Comic-Con for the digital video crowd -- to unveil a new look for YouTube's mobile site and apps. In place of the existing single-screen design that features a curated feed of videos based on what people have watched as well as what channels they subscribe to, the redesign adopts a three-paned look that's supposed to make it easier for people to find new videos to watch -- and add to the time they spend watching YouTube, which is already up 60% year-over-year. Now when people visit YouTube's site or open its Android app -- and soon on iPhone -- they'll see a new home screen that curates videos based on what people have watched, including organizing recommendations into playlists. A second screen will show the latest videos from the channels that people subscribe to, though if people really don't want to miss a channel's latest uploads they can now sign up to receive notifications when a new video is posted. And a third screen will house the playlists a person has created, videos they've watched before and the videos they've uploaded. Additionally, the updated apps and mobile site will support vertical videos, potentially a big boon to the Snapchat-led trend that has agency execs describing it as the first mobile-native video format. YouTube Director of Content Strategy Jamie Byrne spoke with Ad Age following Ms. Wojcicki's presentation; he explained why people are spending more time watching YouTube videos on their phones as well as what the digital video giant is doing with brands during VidCon.

YouTube's Mobile Redesign Aims to Boost Watch Time Even More

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