YouTube has rolled out a new feature that has caught the attention of its users. This feature, a “Play Something” button, is now appearing in the general feed. By clicking this button, users are taken to the Shorts section, which bears a striking resemblance to TikTok.
“Play Something” for the Indecisive Viewer
Notably, YouTube is offering this feature to all users, even those who have disabled the Shorts section in their settings. This strategic move is seen as a direct response to TikTok. Interestingly, the concept of watching a random video used to exist on Netflix but was disabled due to low demand.
Promoting YouTube Shorts
YouTube is leaving no stone unturned when it comes to promoting its Shorts section, notes NIXsolutions. A banner integrated into the feed directs users to access the Shorts section, which is also available in the carousel on the main feed and through a dedicated button in the app’s bottom navigation bar. YouTube Shorts is not only competing with TikTok but also with Reels on Facebook and Instagram. According to YouTube administration, the average monthly Shorts user count has now reached 2 billion, surpassing TikTok’s 1.7 billion users.