YouTube’s Identity Crisis: Why Mobile Should Learn From TV and Netflix
YouTube, the behemoth of online video, finds itself at a crossroads. While the platform continues to dominate the streaming landscape, a stark contrast exists between the user experience on mobile devices and television screens. Recent data, highlighted in YouTube CEO Neal Mohan’s yearly letter, reveals a significant shift: more users are now choosing to watch YouTube on their TVs than on their mobile phones. This trend underscores a fundamental problem: YouTube’s mobile app is struggling to define its purpose, increasingly resembling a diluted version of TikTok rather than a platform that caters to its diverse content library and user base.
The data speaks volumes. Nielsen data indicates that viewers are collectively watching over a billion hours of YouTube videos on TVs every day. This figure solidifies YouTube’s position as the number one streaming platform in the U.S. for two consecutive years, surpassing even Netflix. Furthermore, Alphabet’s last quarterly earnings report from December 2024 revealed that the number of creators generating the majority of their YouTube revenue on TV screens has surged by over 30% year-on-year. These statistics paint a clear picture: YouTube on TV is thriving, while the mobile experience lags behind.
One of the primary reasons for this disparity lies in the design and functionality of the mobile app. Over time, it has undergone a gradual transformation, prioritizing short-form, algorithmically driven content over the long-form videos that initially defined the platform. The mobile feed has become increasingly populated with snippets, highlights, and clips from various sources, often overshadowing content from subscribed creators. This shift mirrors the content strategy of TikTok, a platform known for its addictive stream of short, easily digestible videos.
While TikTok’s format certainly has its appeal, it doesn’t represent the entirety of YouTube’s identity. Many users still turn to YouTube for in-depth tutorials, documentaries, music videos, and other long-form content. However, the mobile app’s emphasis on short-form videos makes it difficult to discover and engage with this type of content. Scrolling through the mobile feed often feels like navigating a minefield of distractions, where substantial content is buried beneath a layer of ephemeral clips.
In contrast, YouTube on TV offers a more curated and organized experience. The TV app provides greater visibility to subscriptions, allowing users to easily access content from their favorite creators. It also presents a broader range of recommendations, offering users more choices beyond the narrow confines of the algorithmically driven mobile feed. Furthermore, the "continue watching" tab on the TV app makes it easy to pick up where you left off, creating a seamless and convenient viewing experience.
The difference between the two experiences is akin to browsing a well-organized library versus scrolling through a chaotic social media feed. The TV app encourages exploration and discovery, while the mobile app often feels like a race to the bottom, prioritizing fleeting engagement over meaningful content consumption.
YouTube’s efforts to enhance the TV experience further demonstrate its commitment to this platform. CEO Mohan mentioned that his team is actively working on a "second screen" experience, which would allow users to interact with videos on their phones while watching them on their TVs. The company is also testing a "Watch With" feature, enabling creators to provide live commentary during videos, a move that directly challenges Twitch’s dominance in the live streaming space. These initiatives indicate that YouTube recognizes the potential of the TV platform and is actively investing in its future.
However, YouTube’s focus on TV shouldn’t come at the expense of the mobile experience. Instead of trying to replicate TikTok, YouTube should look to emulate Netflix, a platform that has successfully balanced algorithmic recommendations with user control and content organization. Netflix’s horizontal rows of curated content offer users a clear and intuitive way to discover new movies and shows, without overwhelming them with endless scrolling.
YouTube could adopt a similar approach by implementing a more structured and customizable mobile feed. Users should be able to prioritize content from their subscriptions, filter out short-form videos, and create custom playlists based on their interests. By giving users more control over their viewing experience, YouTube can foster a deeper sense of engagement and loyalty.
The current state of YouTube’s mobile app also raises questions about the platform’s monetization strategy. YouTube has been actively cracking down on ad blockers, a move that suggests the company is increasingly reliant on ad revenue. While this is understandable, forcing users to watch ads on a subpar mobile app is unlikely to win them over. If YouTube wants to successfully monetize its mobile platform, it needs to improve the user experience first.
The issue is further compounded by the rising cost of YouTube TV. As of December last year, the live TV service costs $83 a month, a price that rivals Hulu Plus Live TV. However, unlike Hulu, YouTube TV doesn’t include a YouTube Premium subscription, making it a less attractive option for users who want to avoid ads. The combination of a poor mobile experience, aggressive ad monetization, and a costly live TV service could alienate users and drive them to alternative platforms.
Ultimately, YouTube’s success hinges on its ability to adapt to the evolving needs of its users. While the TV platform is currently thriving, the mobile app requires a significant overhaul. By learning from the successes of Netflix and prioritizing user control, YouTube can transform its mobile app into a platform that complements its diverse content library and fosters a deeper sense of engagement. It needs to avoid the trap of becoming a mere TikTok clone and instead embrace its unique identity as a hub for long-form video, educational content, and creator-driven communities. The future of YouTube depends on it.
