Youtube’s new video watching UX and why it does not work
Youtube has recently changed its video watching experience on the web. While it can seem like a small change, for a high-frequency interaction product like youtube, it can mean a lot.
What has changed?
For YT premium subscribers, the video viewing experience now looks as below:
The comments section has been replaced by recommended videos, and the right pane which had recommended videos now has comments.
Similar changes have been made to the theatre view of the app as well.
Why does it not work?
Firstly, it just feels weird. Maybe I’m just used to the previous UI. The comments almost feel unreadable in that corner, after years of reading them below the video. The comments being below the video is so natural to the internet-born generation like mine. From Facebook to Twitter, every video is assumed to have discourse below it (in full screen mode). The suggested videos below the playing video, seems like the YT homepage. This also feels a bit scam-my. Probably because it is similar to social platforms showing ads. Another problem here, especially with theatre mode, is that when you wish to watch the video with utmost attention, the thumbnails at the bottom with bright inviting colors serve as a major distraction, affecting usability.
What could be the motivation?
Youtube’s revenue depends upon engagement with content. While a comment section is good to have, a PM within the YT team can confidently suggest sidelining it to be able to suggest more videos. YT’s recommendation team must spend a lot of resources on suggesting the next best video to watch. It almost always hits the mark. Whether its a movie review after a movie trailer, or an acoustic version of the song you’re listening to. One of the problems with recommendations is that the first 3–4 videos might not be the one that the viewer wishes to see right after. The ability to have 8 suggested videos in the same frame, gives them the freedom to get recommendations right.
The incentive is right there. More suggested videos lead to accurately luring the viewer to watch one more video. More engagement leads to more ad revenue — yada yada. This seems to be a classic war between usability and potential of increasing revenue. And both are not independent actors here. If usability drops because of a smaller comments section, it’ll be net loss for the product anyways.
Why have the comment section at all?
If the comment section does not make financial sense, why have it at all? I believe the comment section on YT videos is the human touch to the digital product. It helps you not feel alone while watching videos. Any relatable comment next to a video makes your thoughts feel validated.
I remember watching my first piece of content on an OTT platform (Amazon Prime) years back and immediately looking for a comment section below it. The lack of it made me feel weird. And lonely. I believe the lack of a social layer on OTT platforms would definitely makes it less interactive. Whats the point of watching a movie if you can’t critique it later.
You miss 100% of the shots you don’t take
Now that the feature is slowly being rolled back, it probably would have caused disturbed, if not less, usability. Adding cognitive load to watching videos on the internet is not going to help the viewer or the video creator — the major stakeholders here. This does seem like an A/B testing rollout, to check if more videos can be suggested while providing the best video watching experience. While on mobile, a user can scroll below the video to see more videos. On web, you miss out on the video if you begin scrolling below it. This is an interesting UX problem to have, the solution to which comes from the cradle of all beautiful products — user-centric product thinking.
