The YouTube platform is once again making significant changes to its algorithm, which could drastically affect content promotion strategies. The main focus is shifting from mobile devices to television platforms, and the requirement for content originality is also being strengthened.

Shift in Priorities: From Mobile Devices to TVs

In recent years, YouTube has demonstrated a drive to increase content viewing time on televisions, which is particularly noticeable in the podcast segment. According to analytics, more than half of viewers use mobile phones for viewing; however, the new algorithm will prioritize television platforms. This means that short formats, such as Shorts, will be geared towards mobile devices, while long videos (over 20 minutes), including podcasts, will be promoted for viewing on televisions.

In the Russian-speaking segment of YouTube, these changes may be less pronounced due to the unofficial blocking of the platform in Russia, which forces users to resort to mobile viewing more often. Nevertheless, on an international level, the trend is already having a significant impact.

Originality of Content as a Key Factor

The second important aspect of the new algorithm is the increased significance of content authenticity and uniqueness. Re-shooting successful videos, both your own and others', will no longer yield the expected results. YouTube is implementing artificial intelligence to analyze content and compare new videos with existing ones in a niche. The algorithm will assess the degree of content similarity, and the higher the originality and value of the idea, the better the rating will be. Not only the video sequence, preview, and metadata will be analyzed, but also the very meaning of the video.

Changes in SEO and Monetization

Traditional SEO optimization (titles, descriptions, tags) may also face challenges. YouTube is now capable of independently determining the subject matter of a video without relying on metadata, thanks to the development of neural networks. This means that deceiving the algorithm by packaging content in an inappropriate wrapper will become impossible. The platform will independently select content for a specific viewer based on the actual content of the video, rather than keywords.

YouTube is betting on established creators with monetization enabled. Such creators, who regularly release content and meet viewer expectations, train the algorithm. The blogger running this channel reminds that creators have about 4 months to enable monetization under the old requirements.

The Future of YouTube: Two Formats and E-commerce

In the next 2-3 years, YouTube is expected to split into two formats: mobile with short videos and television with long-form content (over half an hour). These platforms will have fundamentally different interfaces. YouTube also aims to become an e-commerce platform, expanding YouTube Shopping capabilities to retain viewers on the site.

Shows, Franchises, and International Expansion

YouTube structures content similarly to traditional television, expecting creators to develop formats that encourage viewers to return regularly. YouTube's Head of Algorithm Development, Tott Bapre, emphasizes the importance of creating "shows," "episodes," and "franchises" that can be developed and multiplied. The introduction of a separate "shows" category aims to retain audiences. It is important to avoid formulaic and inauthentic content, which can lead to monetization being turned off or the channel being blocked.

YouTube also emphasizes the international representation of content. In the next 5 years, plans are in place to improve automatic dubbing and subtitling, focusing on vocal expressiveness and the conveyance of emotions. Creating internationally accessible content is becoming a priority.

Other YouTube News

• Evgeny Ponasenkov has been removed from the list of foreign agents.
• A prisoner's sentence was extended for a comment calling for terrorist acts on YouTube.
• Scammers have become more active on the platform, distributing Shorts with offers of game currency giveaways and personal data theft.
• AdSense payments were delayed this month. For 1000 views of Russian-language content, one can earn from 1 to 2 dollars in net income. YouTube divides views into general, interested (counted for monetization), and qualified.
• A teacher was fired due to search queries in their YouTube watch history.
• A representative of the "Yabloko" party was removed from the elections for using an image of a person banned in the Russian Federation in a YouTube video.
• YouTube is introducing the "Get feedback" feature to analyze and provide recommendations for improving Shorts, which will soon be available worldwide.
• Media outlets are warning about the dangers of the Mukbang format due to unhealthy eating and grueling filming schedules, which led to the death of a 24-year-old Chinese streamer.
• The capabilities of the Watch V feature are being expanded for creating reactions to streams.
• The "Culture and Trends" study showed fragmentation of audience interests, growth of niche directions, and the importance of engagement in forming the mainstream.
• 73% of respondents consider YouTube the best place to get information. 63% of viewers feel successful when their favorite blogger achieves success. 65% consider information on YouTube more reliable.
• YouTube maintains its leadership among streaming platforms, holding 14% of the market on televisions.
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