YouTube to expand Shorts to the U.S., add 4K and DVR to YouTube TV, launch in-video shopping and more in 2021

YouTube has a host of big product updates coming this year, and it just detailed a lot of them in a blog post from Chief Product Officer Neal Mohan. Google’s streaming video site plans to expand its TikTok-esque Shorts mobile video creation and consumption tool to the U.S. (it’s currently in beta in India), make YouTube TV a more full-featured in-home cable alternative, add customization and control options to YouTube Kids and more.

Many of the product updates detailed by Mohan are expansions of existing tests and beta features, but there are also entirely new developments that could significantly change how YouTube works for both creators and audiences. YouTube’s focus on monetization and new formats also indicates a desire to keep creators happy, which makes a lot of sense in the context of the platform’s popular new mobile-first competitor TikTok.

Here’s a TL;DR of everything YouTube announced today for its 2021 roadmap:

  • Expansion of its in-video e-commerce shopping experience beyond the current limited beta
  • Expansion of Applause tipping feature
  • YouTube Shorts launching in the U.S.
  • Adding the ability for parents to specify individual channels and videos for their kids to be able to watch on YouTube Kids
  • New features for user playlists on YouTube Music, and making those playlists more discoverable to others
  • A new paid add-on coming to YouTube TV that offers 4K streaming, DVR for off-line playback, and unlimited simultaneous in-home streams
  • Automatic video chaptering for some videos that don’t have creator-defined ones
  • A redesigned YouTube VR experience focused on accessibility, search and better navigation

YouTube has a big year planned, and some of these changes could significantly alter the dynamics of the platform. Making it possible for every creator to turn their channel in a mini shopping channel has a lot of potential to alter what it looks like to build a business on the platform, while YouTube TV’s transformation narrows the gap even further between that service and traditional cable and satellite provider offerings.

Darrell Etherington



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