User Customization Puts The "You" In YouTube

Billions of search queries are typed into YouTube each month -- but users don't always find what they are looking for. That, according to the brand, is about to change.

Market research firm comScore, reports that about 20 hours of video are uploaded onto YouTube each minute. With such a staggering amount of video available, organizing and prioritizing YouTube's video library is a daunting task.

Hunter Walk, director of product management at YouTube, has compiled a team of engineers, designers, and project managers to streamline the brand's search function and encourage viewers to spend more time on the site. The key is providing viewers with additional content related to their original queries.

While many searches are focused, other YouTube users input non-specific requests like “funny videos.” In the past, YouTube handled these request by suggesting more links that used the same terminology. Now, however, the brand is working to recommend related video content in an effort to personalize searches and fortify its connections with users. By refining searches based on content, YouTube can offer other relevant videos that directly appeal to viewers.

“If we guess wrong, you could leave us sooner,” said Jamie Davidson, an associate product manager on Mr. Walk’s team. “But if we guess correctly, we may get you to watch another 10 videos.”

Though YouTube has been losing money, these changes will allow it to compete better against more niche-driven sites like Hulu and Yidio, which tempt users with television shows and full-length movies.

YouTube, which is owned by Google, finds itself in a common predicament, as the brand must compete with growing competition while it must also leverage ways to capitalize on its popularity and generate money from advertising.