The document discusses YouTube's product strategy from 2016-2020, including introducing new features like: 1) Manual channel programming that allows users to create their own schedules combining premium, ads-supported, and user-generated content across categories. 2) A recommendation service that provides personalized video suggestions based on a user's preferences, ratings, and watch history using a machine learning algorithm. 3) UI/UX changes to the YouTube Android app including profiles, an infinite content queue, title information, and offline viewing capabilities.

1. YouTube –
product strategy 2016-2020
Tony Prianichnikov

2. Disruptive change in TV-industry is coming - big bang of channel
expansion and further audience fragmentation is underway
2
US TV-landscape evolution
Netflix
Cinemax
Starz
Showtime
HBO
Fox
CBS
ABC
NBC
CBS
ABC
NBC
Disney Channel
Cinemax
Starz
Showtime
HBO
Fox
CBS
ABC
NBC
Hulu
Amazon Video
Youtube
Xfinity
New TV era
Online video streamingBig Three television networks
Rise of premium cable networks
1950-1990
3 major premium channels
1990-2005
Hundreds of premium
channels
2005-2015
Hundreds of channels +
video streaming
2015-
Tens of thousands of Web-
based channels

3. YouTube shortcomings due to insufficient content quality – web streaming
traffic share drop from 19% in 2013 to just 14% in 2014; average CPM far
below market; length of programming block less than average in 7 times
3
Netflix
14,0%
34,5%
YouTube
19,0%
Websites
8,5%
Facebook
3,5%
BitTorrent
3,2%
iTunes
3,0%
Music
2,7%
Amazon Video
2,5%
-5,0%
2013
2014
27,5
24,5
7,6
Hulu
TV average
YouTube
North America web streaming
traffic, percentage share
Average CPM, $
22,0
3,0
TV average
YouTube
Average length of programming block,
minutes

4. YouTube has amazing opportunity to profit from adding premium
content based on subscription model; customers are ready to pay
for it
4
7,5
15,0
279,0
YouTube mobile
YouTube overall
TV
USA active customer base,
millions of people
Average time spent,
minutes per day
57,4
9,0Hulu Plus
Netflix
Paying customers for subscription-based
premium content, millions of people
54,4
39,0
115,5YouTube
Cable networks
combined
Netflix
Facts
8 of 10 Americans have used tech
to watch TV-shows on their own
schedule
6 of 10 most-viewed YouTube
videos were scripted and produced
like TV-shows
75-80% of video views on Netflix
come from recommendation not
search

5. YouTube new product features in 2020 (from the most important) –
Part 1
5
№ New feature Description
1
Manual channels programming Main idea - user will be able to program his/her own video consuming by combining
premium subscription-based, premium ads supported and user generated ads supported
channels.
Channel programming – there are tens of thousands available channels, both premium
and user generated. I as a user am able to create my own schedule based on day of
week, my work intensity, mood, genres preference etc. This schedule will be automatically
calculated into my monthly subscription fee and / or my confirmation to view commercials.
User profiles – user is able to create up to five different profiles, both for family members
as well as for different use cases for himself (“Perfect mom”, “Sports frenzy”, “In romantic
relations” etc.) There are a lot of preconfigured combinations of channels packages -
profiles also. Kid profile is automatically preinstalled.
Playback – everywhere, on every device (TV, laptop, tablet, smartphone, game console,
set-top box), simultaneous playback for each profile. Starts automatically according to
user’s current channel schedule on active device.
Channels categories:
• TV shows
• News (including Live)
• Music
• Sports (Live, Condensed, Recap, Archive – all major leagues)
• Gaming
• Movies
• Business
• Kids
• DIY & Hobby
• Beauty & Fitness & Lifestyles
• Education & Science
• Adult
• Shopping & Reviews
7:00
AM Music Wake-­‐up
playlist
8:00
AM S ports
NHL
&
NBA
matches
reviews
1:00
P M Business
S tocks
by
Barclays
C apitals
channel
6:00
P M TV
shows
C omedy
C entral
channel
new
videos
7:00
P M News Live;
without
politics
7:30
P M TV
shows Genre
-­‐
C riminal
9:00
P M S ports
Live
NHL
or
NBA
-­‐
P ittsburgh
P enguins
or
C hicago
Bulls
only
8:00
AM
Beauty
&
F itness
&
Lifestyles
Y oga
with
Tara
S tiles
channel
9:00
AM K ids
F unToyzC ollector
or
K ittiesMama
channel
11:30
AM DIY
&
Hobby
C ooking
with
Jamie
Oliver
channel
3:00
P M TV
shows
Downton
Abbey
-­‐
watch
again
5:00
P M
E dutation
&
S cience
MinuteP hysics
channel
8:00
P M TV
shows S uits
-­‐
new
episode
Tony's
channel
-­‐
regular
working
day
Nina's
channel
-­‐
perfect
mom

6. YouTube new product features in 2020 (from the most important) –
Part 2
6
№ New feature Description
2
Recommendation service
Main idea – user will get infinite queue of video content based on his/her taste
preferences, ratings, viewing history that will be put into recommendation algorithm to find
a relevant content.
Data structure – our goal is to create a set of dimensions that fully characterize unit of
video content as well as use cases of consuming it, including:
• Genres (e.g. Action & Adventure, Sci-Fi & Fantasy, Children & Family)
• Subgenres (e.g. Action Thrillers, Adventures, Westerns, Asian Action, Martial Arts
Movies)
• Moods (e.g. Cerebral, Controversial, Emotional, Exciting, Romantic, Scary)
• Qualities (e.g. Oscar Winners, Classics, Critically-acclaimed, Visually striking)
• Storylines (e.g. College, Crime, IT & Computers, Conspiracies, Myths & Legends)
• Story source (e.g. Based on real life, Based on a Book, Biographical, Based on a Video
Game)
• Children’s age (e.g. Ages 0 to 2, Ages 2 to 4, Ages 5 to 7, Ages 8 to 10, Ages 11 to 12,
Teen)
• Release date (e.g. 1990s, 2000s)
«Rate me» – user’s ability to rate (1-5 digits scale, Haven’t Seen It) every piece of content
including content that is not available to stream at the moment based on user’s past
viewing experience. Additionally, every bit of user’s activity or non-activity on YouTube has
to automatically rated also.
Algorithm – some kind of machine learning techniques (have to be evaluated).

7. YouTube new product features in 2020 (from the most important) –
Part 3
7
№ New feature Description
3
YouTube Android App
UI/UX changes and new features
Choose profile – our App will provide simultaneous playback for different profiles on all
connected devices
Coming Next Queue – infinite queue of titles structured according to user’s active channel
schedule. User can replace categories’ positions, reorder, delete titles on particular
category. Every time when user swipe right to the left end reach the end of the queue new
title has to be automatically added on the right side of the queue. New title is adding in
result of Algorithm calculations.
Title info – provide title description, TV-rating (e.g. PG-13), video length, starring, director,
additional information about the video title
Start watching – launching playback mode from title info. Playback mode on a schedule
starts automatically.
Free ride mode – ability to skip a channel and play any available video title.
Offline mode – ability to request offline mode for up to 2 hours. In this case upcoming
video content on your channel’s schedule are downloading to your device. Available for
non-live video only.
Rating mode – adds five stars onto your titles (plus Haven’t seen it button) and gives an
ability to rate video title from 1 star (worst) to 5 stars (best).