YouTube is testing a new feature that introduces infinite scrolling with autoplay for long videos, similar to the Shorts format. When a user scrolls up, the next video begins playing automatically, creating an uninterrupted viewing experience. This experiment, initially launched in August for some Android users, is part of YouTube’s effort to refine its content recommendation system.
Testing and Potential Rollout
YouTube spokesperson Allison Toh confirmed the limited testing: “We’re running an experiment with a small group of Android users, allowing them to scroll up to play new videos in both portrait and full-screen modes.” Currently, this feature is accessible only to a restricted number of users, and The Verge notes that it may not be implemented platform-wide. Nonetheless, the appearance of this concept suggests YouTube is exploring changes to its traditional viewing approach, potentially moving closer to a TikTok-like experience. We’ll keep you updated as more information becomes available.
Shift in Content Interaction and Creation
If infinite scrolling becomes a permanent feature, it could significantly alter user interaction on YouTube. Traditionally, viewers select videos based on thumbnails and titles, relying on recommended or subscribed content. In contrast, the TikTok model automatically plays videos as users scroll, adapting quickly to their preferences. This passive consumption style could streamline the viewing process and allow YouTube’s algorithm to cater more directly to users’ tastes.
For content creators, however, this shift may have pros and cons. Currently, many creators invest significant effort into creating engaging thumbnails and titles to attract views, as these elements influence video performance. Popular YouTuber MrBeast, for example, reported that his team often designs up to a hundred thumbnails per video to maximize clickability. With infinite scrolling, creators might have less incentive to perfect these visuals, potentially saving time but reducing control over how their content is discovered.
Risks of Algorithm-Driven Discovery
Despite potential benefits for viewers, some worry that an endless scrolling feed could dilute YouTube’s distinctiveness as a platform, notes NIX Solutions. Unlike TikTok, YouTube has traditionally allowed creators to cultivate audiences and build communities. An algorithm-driven feed risks shifting power away from creators, who may find themselves more dependent on YouTube’s recommendation algorithms rather than audience engagement. If YouTube fully embraces this model, it risks losing the unique environment that has enabled creators to grow businesses and loyal communities.