The following is a comment I was writing on the above post. It became long enough that I’d rather just throw it on here for posterity. A couple of loosely knit thoughts on YouTube –
YouTube seems different.
YouTube is different.
Instagram, twitter etc have a feed. YouTube doesn’t have a feed like that. YouTube does have an autoplay option, but in my experience most people prefer to keep it turned off. It’s a fundamentally different browsing model than these other social networks.
The author wishes people use YouTube as a sort of backend to embed videos into their websites. I’d say that a lot of people did initially experiment with video embeds as a means of ‘indiewebifying’ YouTube and Vimeo. Many still continue to do so. So many methods of embeds exist, from WordPress shortcodes to YouTube itself giving you easy to copy iframe and html5 snippets. But that’s not how YouTube is truly consumed. Just like those other social networks, YouTube is consumed mainly within their app. There’s true continuity there, even though most people don’t actually use it.
The other point is that content is king. When you’re chasing silly cat videos, whatever YouTube suggests seems fine. Similarly, when my wife has to do some housework, she puts on one fashion blogger or the other and the algorithm takes her on a journey of background noise that’s more than adequate.
However, when we get home and want to either watch some news/latenight commentary/random funny videos from specific content creators, we specifically select a video, play it, and exit after it’s done.
My main method of consuming YouTube is on the Apple TV. With the new version of their app, YouTube has effectively shot themselves in the foot. The app doesn’t do a very good job of good, engaging, never-ending recommendations. We’re a little more discerning than letting complete random videos play when we’re actively looking at the screen, so after a few refreshes, the content of the day dries up and we can actually get out and watch something else we’ve been paying for – Netflix or Amazon.
So what’s the right way to think about YouTube: is it fundamental to the internet revolution, or just another source of social media distraction?
YouTube is both, true. But it’s both because people have recognized the value of uploading serious content on there. Now, serious content isn’t only suited to video format. It can be made in photos (see brainpickings Instagram) and in tweets (the reuters twitter feed). But can it be consumed in those formats easily? No, and that’s why YouTube stands out.
YouTube is a conundrum because people actively upload cat videos on it.