YouTube redesigns again, tightens focus on channels

December 7, 2012

YouTube has gone through yet another redesign, sharpening its focus on promoting videos from people who upload original content to the site on a regular basis.

Channel subscriptions now feature front and center on the pages of signed-in users, while a newer, cleaner layout puts channel suggestions highlighting not only trending videos, but the channels of those who’ve submitted them.

According to a company post from YouTube, the new guide will be featured across its mobile, app, desktop and other sites. The guide also stays on the page when users watch videos. Playlists appear to the right of videos, while comments, related videos and other information is tucked beneath the clips.

The subscribe button is also in a prime location, next to the name of the video’s uploader.

The video site has focused heavily on getting visitors to subscribe to content as a way to make the site a regular destination. Last year, it invested $100 million into developing promising talent. Last month, YouTube’s head of content strategy, Jamie Byrne, told Advertising Age that it would pour a second round of funding into 30-40 percent of those who received the original grants.

YouTube producers make their money through ad-sharing partnerships and sponsorships. A handful of YouTube producers have drawn big-name advertisers including car manufacturers such as Toyota or Chevy or major cosmetics brands such as Lancome.

YouTube doesn’t disclose exactly what its creators make from their sponsored channels, but says hundreds of people get a six-figure payout every year. A handful of top YouTube personalities have been able to make creating videos their primary job.

Related stories:

Gmail for iOS gets an update, YouTube returns to the iPad

YouTube expands captioning for six new languages

Growth of viral video leaves deaf in the dark

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Hayley Tsukayama covers consumer technology for The Washington Post.
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