Introduction

YouTube is an online platform that mainly offers users the ability to watch free videos of any length or livestreams. It can be used as a platform to leave comments or interact with other users as well, however, there is no direct chatting feature. Accounts (channels) can post videos that users can interact with.

The platform offers a "for you page" consisting of seven videos at the front tailored specifically towards the user based on viewing history. If users are interested in keeping up with a channel's content, they can "subscribe" to the channel.

Strong design choices

Weak design choices

Market Research

It is important to get a big picture of the market by starting with market research - to get a sense of what we know and don't know yet, who the audience are, as well as what the recent trends or news are. The insights gathered from market research will help me frame provisional personas and ask meaningful questions in primary research.

Competitive analysis

Strengths

YouTube

  • Voice recommendations specifically tailored for the user‍
  • For You page
  • Large catalog of videos
  • Longer videos (including documentaries) widely available
  • Doesn't require an account to watch videos.
  • Available widely on lots of platforms (phones, tablets, laptops, desktops, televisions like Apple TV)

Instagram

  • Video recommendations specifically tailored for the user.
  • For You page
  • Multi-purpose (messaging, entertainment)
  • Large catalog of videos
  • Easy accessibility of features like messaging, reels, stories, account, search, etc
  • Mobile and web accessibility
  • Doesn't require an account to access videos with a link.

Snapchat

  • Video recommendations specifically tailored for the user
  • Multi-purpose platform (features messaging, entertaining videos, a GPS system, and a camera)
  • Features advanced security (notifies user when a person screenshots or screen records their profile, stories, or chats)
  • Large catalog of videos & filters

Discord

  • Public groups for like-minded people
  • Encourages forming communities
  • Large catalog of communities
  • Collaboration with external companies of different genres like Spotify, Twitch, Instagram, YouTube, League of Legends, and ROBLOX.

Weaknesses

  • Offers a premium subscription for exclusive features
  • Advertisements (even for videos that are not monetized)
  • Ads (unavoidable, no premium option)
  • Lack of customizability
  • Multi-purpose (messaging, entertainment)
  • Offers a premium subscription for exclusive features
  • For You page
  • Requires an account to be accessed
  • Encourages forming communities
  • Large catalog of communities

Target audience

According to Sprout Social (2023), 77% of internet users aged between 15-35 have a YouTube account, as well as 73% of users on the internet aged between 36-45, 70% from 46-55, and 67% of those aged 56+. From these statistics, we can see that YouTube is more popular amongst the newer generation (particularly Gen Z), which is not a surprise, as most of YouTube's top creators became popular during their childhood. In fact, HubSpot Blog claims that 96% of Gen Z users (born in 1997-2012) have an account on the platform.
Another statistic is that 82% of YouTube users are above the age of 18 (according to Global Media Insight), demonstrating that almost 1 in 5 users are either very young Gen Z people or those of Generation Alpha. Regardless, it can be concluded that younger ages are more prevalent on the platform. This is why creating another app – "YouTube Kids – was a much-needed idea for YouTube's younger audience.