YouTube, like the rest of the services that offer us content of any kind over the Internet, always pursues a key objective: that users spend as much time as possible using the platform. To achieve this, it constantly implements new functions that optimize the user experience and maximize its permanence. Now, it seems that he has found a new way to retain us with a single click, with the test of a floating button called “Play Something”.
This new feature, currently in experimental phase for Android usersrandomly selects and plays videos based on the user’s viewing history and preferences. The button appears in the lower right corner of the screen, just above the app’s navigation bar, and offers a visual experience similar to the Shorts format, with a vertical interface that includes prominent buttons for “Like”, “Dislike”. Like”, “Comment” and “Share”.
The idea is not completely new. In 2021, Netflix introduced a similar feature with the same namedesigned to help indecisive users find content without endlessly browsing your catalog. Although Netflix rremoved this option in 2023 due to its low useYouTube seems to be betting on a different approach, integrating this tool into its strategy to optimize consumption time on its platform.
The concept behind these types of functions is closely related to the attention economya model that describes how digital platforms compete to capture and retain our attention in an environment saturated with stimuli. By reducing the friction to find relevant and personalized content, YouTube not only improves the user experience, but also reinforces its position as a leader in the digital entertainment market, where retention capacity is key to attracting advertisers and staying relevant.
Despite its potential, the “Play Something” button It is still in an early testing phase. and does not have an official global release date. However, its appearance in recent versions of the app indicates that YouTube is receiving user feedback to adjust and refine this tool. It will be interesting to see if this strategy manages to consolidate where other platforms failed to do so.
This feature is yet another reminder that, for platforms, our time is particularly valuable. Some statements by Reed Hastings are still remembered, in which he stated that Netflix’s main rival is sleep (and, from that conception, we could also add work). And this was stated in 2017, when the streaming market had many fewer rivals and provided a much more comfortable situation for its participants. Now, with the competition at its highest peak in history, Retaining the user in front of the screen is more crucial than ever.
Source: www.muycomputer.com
