New look YouTube wants increased subscriptions

By James Riches topicIcon Design

New design intended to increase subscriptions

YouTube unveiled its new layout over the weekend, which it hopes will encourage more subscriptions and lead to greater advertising revenue.

Visitors will now see their chosen video at the top of the screen, with all other details such as the title, likes and dislikes, comments and subscription button all neatly pulled together just below. Playlists are now found on the right hand side, along with the usual suggestions for related videos.

Now YouTube, which was bought out by Google in 2006, wants its 800 million unique monthly users to subscribe to their favourite channels. This will allow the site to update them when their favourite accounts have posted new content, suggest similar videos and introduce users to content shared by their friends.

Subscriptions have been made easier than ever before, allowing prolific posters to build up a following quicker than they could previously and helping YouTube target more of the four billion hours of content watched by users every month to the people who really want to see it.

The change comes almost exactly a year after YouTube last changed the look of its homepage, which it hoped would make for a more personal user experience.

How do the new changes help?

Back in February, YouTube CEO Salar Kamangar explained how, by targeting your video onto a specific channel rather than letting it sit on its own, you can vastly increase the amount of money generated when it is clicked on by users.

This is because a channel will generate subscribers, and the more subscribers a channel has, the more likely it is that advertisers will want to get involved. The revenue generated from this is then shared among YouTube's partners, which have grown in number from 30,000 to around one million since the site updated its eligibility requirements in the spring.

Kleon West, business development director at theEword, said: "While popular sites often face resistance when changing a layout that users have become accustomed to over time, the reasoning behind YouTube's switch has clear advantages that regular posters will be able to identify with."