YouTube is testing a new type of user interface inspired by the popular TikTok-style swipe-up video feed to deliver its long-form content as part of a move that could dramatically reshape the world’s most popular video player.

This is an experimental feature that is currently being tested with a select group of Android users. If implemented, it would be a massive departure from YouTube’s well-established navigation patterns and overall interface and could push content creators in a different direction.

Tushar Mehta, a reporter for Digital Trends, was the first to spot the test and he quickly took to X to inform the public about YouTube’s intentions (and his critiques).

In this new interface, if a user swipes up while watching a full-screen video, the next video in the queue will be displayed immediately. This differs from the current behavior as swiping up results in the current video being showcased in a small window while the user browses other alternatives.

YouTube has been exploring vertical videos lately as reflected by the launch of Shorts four years ago. However, this would be the first time that they have explored the possibility of including long-form content in this format.

YouTube spokesperson Allison Toh confirmed the test, stating: “We’re running an experiment with a small group of Android users that allow them to swipe up to discover more videos when watching in either portrait or fullscreen landscape mode.”

The test has reportedly been active since August and represents one of several ongoing experiments in content discovery on the platform.

TikTok Proved that Swiping Up is a More Efficient Content-Delivery Method

The outcome of this test could prompt YouTube to make one of the most dramatic modifications to its user experience in its history. The platform would depart from what is considered its core content, which is high-quality long-form videos.

It would transform it into a TikTok or Instagram-like platform and critics argue that it may eliminate the platform’s appeal to some creators as they would not be able to showcase the same type of content they usually deliver, which consists of landscape views. It’s hard to imagine that the beloved long-form content on the platform would perform very well in such a format.

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However, YouTube may just be testing new alternatives for users to discover new content. TikTok’s model is known for operating with “almost perfect efficiency” according to industry experts as it always has something to show to users that they may find appealing.

Users are less prone to punish the platform for delivering uninteresting content as they can easily swipe up if they find the video boring or unassociated with their interests. In the case of YouTube, the experience is quite different as the feed mostly consists of video suggestions.

The typical browsing experience results in prompting the user to search for what they want to see specifically rather than interacting with these suggestions.

YouTube’s traditional model has always leaned on user choice and creator control through carefully crafted thumbnails, titles, and channel subscriptions. This system has been instrumental in building the platform’s unique community dynamics and creator ecosystem.

Creators Will Have Less Control Over What Users See if This Kind of Feed is Embraced

YouTube creators may be worried about these changes as they will immediately disrupt their creative process and the systematic approach they tend to adopt to upload content. For example, the popular influencer known as MrBeast has repeatedly commented that his team creates hundreds of thumbnail options for each video and A/B tests the results to pick the one that attracts the most views.

The platform’s proposed interface change would dramatically affect this dynamic and it would give the algorithm much more weight on how content is distributed and suggested to users. It may diminish the importance of thumbnails, eye-catching titles, and other similar elements that are typically optimized by creators to rank higher when users browse for videos.

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Even though YouTube continues to be the dominant force in the long-form video space, social media platforms have become direct competitors to its business model as they capture the attention of users for hours.

YouTube may be looking to respond to these changes in consumer habits and content delivery preferences to increase engagement and viewing time at a point when TikTok is dominating the charts entirely on this particular metric.

In the United Kingdom, a survey from Hootsuite indicated that users spent an average of 27.3 hours per month swiping up on TikTok at the beginning of 2022 compared to only 16.1 hours on YouTube.

Meanwhile, another study from eMarketer showed that, in 2023, users spent nearly 56 minutes every day on TikTok while they only engaged with YouTube content for 48 minutes every day.

YouTube Is Fighting to Survive Changing Consumer Preferences

The fact that YouTube is seriously considering this kind of change raises questions and concerns among creators who are now unsure of where the platform may be headed. Some of these influencers have spent hundreds of thousands of dollars buying the equipment and hiring personnel to create content for the platform that is optimized to its current landscape long-form format.

Early reactions have not been positive as reviewers see the changes as detrimental to the user’s experience. One commented that the new feed is “frustrating enough to drive me to twitter to see if I’m the only one who’s annoyed.”

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Meanwhile, others questioned the reasoning behind this proposed change considering that it is a marked departure from YouTube’s core functionality.

The fate of this test depends on how Android users qualify their experience. The company has not announced any formal plans to implement it in any operating system. As with many far-reaching experiments, this one may not see the light of day if executives don’t see the benefit of making such a drastic change. User feedback, engagement metrics, and viewing time will likely determine how the test is rated.

In the near term, the feature continues to be inaccessible to the general public. What seems clear is that YouTube is not willing to take a seat and wait as consumer preferences and habits change without responding promptly to make sure they stay competitive.