YouTube is testing a new vertical scrolling feature for full-length videos on select Android users starting in August, mimicking the TikTok browsing model. YouTube spokeswoman Allison Toh confirmed the test, which allows users to swipe up to discover more videos.
The platform is considering the possibility of presenting long-form videos in the stream where Shorts usually appear, offering a mix of different content formats to users. The main difference between the current YouTube experience and TikTok lies in the way the content is initially presented.
On YouTube, users see thumbnails and titles and choose what to watch, while on TikTok the content plays automatically. Content creators express concerns about the possible effects of the change. Jimmy Donaldson (MrBeast) and Cleo Abram emphasize the long-term investment of creators in the optimization of thumbnails (thumbnails) and text, which could lose its importance.
Automated content streaming could shift more control over YouTube’s algorithm, limiting creators’ ability to differentiate themselves through unique presentation styles. Analysts point out that the move is part of YouTube’s broader strategy to simplify the content discovery process while using artificial intelligence to support creators.
The platform already uses artificial intelligence to generate thumbnails, respond to comments and generate video ideas, aiming to simplify the content creation process. Social media researchers warn of possible negative effects on content diversity, as creators may tailor their content to the algorithm’s preferences. At the same time, they highlight the impact on the business models of creators, who have invested in creating communities and stable audiences. Statistics show that 70% of YouTube views now come from home page recommendations and not from channel subscriptions.
The average duration of watching a video on YouTube is 11.7 minutes, significantly different from the 30 seconds of the average video on TikTok.
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