YouTube Is About to Look Even More Like TV ??

TODAY’S EDITION

• YouTube’s TV app is set for a major redesign, while Netflix is focusing on building more social features with its next big hire.
• Instagram is giving more users the ability to share photos in their original aspect ratios.
• Meta may launch up to three standalone apps this year, with the latest being for its AI assistant.
• TikTok brings the best of mobile to its updated desktop experience.
• Reddit will hold users accountable for engaging with violent content now.

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DEEP DIVE

YouTube to Overhaul Its TV App for a More TV-Like Experience

YouTube is gearing up to roll out a redesign of its TV app in the coming weeks.

According to The Information, the update will bring paid content from various streaming services via Primetime Channels to the homepage, shifting it from its current spot in the Movies and TV tab. The redesign will also introduce shelves based on categories and curated collections of creator content.

A More Curated, Premium Experience for YouTube TV

This update aims to create a more TV-like experience by placing YouTube’s premium content front and center, potentially driving more sign-ups. The bigger shift, however, is the blending of premium and creator content, making it easier for viewers to discover what they want—whether it’s from independent creators or Hollywood studios. This blending of content aligns with what was initially envisioned when Primetime Channels first launched.

As TV screens are now the most popular way to watch YouTube content, this redesign will bring YouTube closer to the experience of other streaming platforms like Netflix and Amazon. Despite this success, YouTube has no plans to revive its original programming days. YouTube executive Pedro Pina shared at MIP London that there is no appetite "whatsoever” to bring back YouTube Originals, which it shut down in 2022.

Netflix’s Push for Social Features

Meanwhile, Netflix is doubling down on social features and creator-led content. After launching Moments—a feature allowing viewers to share clips from TV shows and movies—Netflix is now hiring a Product Manager for Mobile Create & Share to “build products that help members create and share content in engaging ways on and off Netflix.”

What does this mean? It could signal expanded functionality for Moments, such as enabling users to incorporate clips into their social media content. It might also introduce new social features, like the ability to create profiles, follow others, and share what they’re watching—offering fresh ways to discover content.

Different Strategies, Same Focus on Content Discovery

Although YouTube and Netflix are taking different approaches and, in many ways, borrowing from each other's playbooks, both are focused on increasing content discovery. YouTube is concentrating on a curated, premium experience that thrives on the TV screen, while Netflix aims to drive discovery through snackable content and user interaction, primarily on smaller devices like phones.

NEWS, TRENDS, & INSIGHTS

Instagram is expanding access to its feature that lets users share photos in their original aspect ratio. With the 'Mixed' option, users can upload carousels featuring photos with varying aspect ratios while maintaining each photo's original dimensions. A previous iteration of this feature appeared last year, but this version is more user-friendly.

Instagram is encouraging users to schedule messages with prompts suggesting they send late-night DMs later. This can help increase the adoption of Scheduled Messages and foster more back-and-forth interactions by sending messages at optimal times

Instagram’s Adam Mosseri shared profile tips. They include a clear profile picture without text, adding background in the bio, leveraging keywords for search optimization, and pinning content. While these tips can help make a strong first impression, they’re not crucial, as most users consume content through the Feed, DMs, and Explore.

Meta is reportedly launching a standalone app for its AI assistant, Meta AI. Arriving next quarter, it will also include a paid subscription option. This move would put Meta in direct competition with OpenAI and Perplexity. It also means that Meta could roll out as many as three standalone apps this year, including?Edits?and a rumored?Reels app.

YouTube launched Premium Lite in the U.S., a cheaper tier of its Premium subscription. For $7.99/month, subscribers can watch most videos ad-free (excluding music content and Shorts) but miss out on benefits like downloads or background play. This tier serves as a gateway to Premium, which, along with YouTube Music, now boasts over 125 million subscribers combined.

YouTube is tightening its gambling content policies starting March 19th. It will ban links, images, or references to unapproved gambling sites, remove content promising guaranteed returns, and age-restrict some gambling videos. While aimed at better protecting younger viewers, especially with the rise of sports betting, creators focusing on gambling content may face viewership drops, violations, or lost affiliate revenue.

YouTube shared shopping tips for creators. These include how to connect channels to stores, tag products, and promote items through the YouTube Shopping Affiliate Program. With expanded shopping features last year, YouTube plans to invest further by helping creators make the best of the available features.

TikTok updated its desktop experience with a modular layout, Floating Player, and the ability to organize content via Collections. Gaming streamers can also go LIVE on desktop, with the stream orientation adapting to the device they’re being viewed on. By bringing mobile features to desktop, TikTok creates a more immersive experience, with a hint of YouTube.

LinkedIn rolled out a custom image gallery for cover photos. U.S. users can now select AI-generated stock images from Lummi.ai to use as their cover photos. This follows the launch of dynamic cover images for Premium subscribers, expanding the options that users have to enhance their profiles.

LinkedIn added a 'Try Searching for' section in search with pre-populated suggestions tied to stories curated by LinkedIn Editors. Users can click through to relevant news stories and related commentary, making it easier to discover timely content and access LinkedIn’s news coverage.

Reddit will warn users who upvote violent content. Users who repeatedly upvote content that violates policies within a specific timeframe will start to receive warnings. Previously, Reddit only took action against those who posted the content, but now it's holding users accountable for engaging with it. This could set a precedent for other platforms to take similar action against users amplifying harmful content through engagement.

Twitch unveiled its 2025 priorities in a letter from CEO Dan Clancy. The platform plans to introduce new collaboration tools for streamers, improve mobile experiences, enhance Clip editing, and expand monetization through brand sponsorships. Smaller creators will also gain access to features like Subscriptions and Bits. If Twitch successfully implements its roadmap, it will excite creators by addressing key challenges like discovery and monetization.

VSCO? introduced VSCO Canvas, a reimagined moodboard tool. Creators can import photos and generate AI-powered images to compile inspiration and ideas for projects. It expands VSCO’s suite of tools designed for professional photographers.

亚马逊 launched the Amazon Publishing Creator Program, offering US and UK creators new books, in-kind gifts, and brand partnerships. With #BookTok’s influence on the book industry, Amazon looks to collaborate with creators to boost its own publishing business.

Eventbrite launched an 'It-Lists' feature in its revamped app, offering curated guides for major cities by local tastemakers. Similar to Uber Eats' 'Best Of' lists, it leverages creator curation for discovery.

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WHAT I’M READING

More Americans watch YouTube on TV than on their smartphones — here’s what that means for creators and viewers ( Yasmin Gagne , Fast Company )

Kurt Wilms , Senior Director of Product Management at YouTube, who oversees YouTube's "Living Room Product," shares how creators can optimize for the bigger screen.

Scoop: TikTok plots local services expansion to the U.S. ( Sara Fischer , Axios )

TikTok is planning to expand its local services business, which focuses on connecting creators and users with local merchants and vendors to support small businesses, to the US. It is currently hiring for over a dozen roles related to the business.

Why Amazon hasn’t embraced Twitch as a commerce platform — and why brands should ( Arielle Feger ,

EMARKETER )

Despite its potential as a powerful live commerce platform, Amazon has yet to embrace Twitch as an alternative to TikTok Shop and other live shopping platforms, but brands shouldn’t overlook it.

Digg is coming back, thanks to its founder — and Reddit’s ( David Pierce , The Verge )

One of social media's early giants is making its return. Original founder Kevin Rose , along with Reddit co-founder Alexis Ohanian Sr. is relaunching with a focus on becoming a community-first social network powered by AI. As of now, there are over a million people on the waitlist.

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