Google Details the New Features Coming to YouTube in 2022

Posted on February 10, 2022 by Laurent Giret in YouTube Music, YouTube with 5 Comments

Google has several new features in the pipeline for YouTube this year including new monetization opportunities for creators and collaborative live streaming. YouTube’s Chief Product Officer Neal Mohan detailed the platform’s 2022 roadmap on the YouTube blog today, and yes, the exec did mention NFTs.

First of all, YouTube continues to invest in YouTube Shorts, its TikTok-inspired short video format that’s only available on the YouTube mobile apps. Creators will get new video effects and editing tools this year, as well as new ways to monetize their videos with paid Super Chats, more branded content opportunities, as well as the ability for viewers to shop from a Short.

Speaking of shopping, Google is also planning to introduce a new Shopping experience on regular YouTube videos this year. “This new experience taps into the deep trust creators have built with their communities to help our partners expand into the booming world of e-commerce. We’re thinking about shoppable videos, Live Shopping, and, more broadly, how shopping appears across the app,” explained Mohan.

For creators doing live videos on YouTube, the platform will soon let them go live together and potentially benefit from some cross-pollination between audiences. “Creators will also be able to grow their network and reach, and their communities will have a chance to interact and build connections, explained Mohan.

YouTube also sees NFTs as an opportunity for creators to strengthen their relationship with their audience. “For example, giving a verifiable way for fans to own unique videos, photos, art, and even experiences from their favorite creators could be a compelling prospect for creators and their audiences,” explained Mohan. If many tech companies have now started dabbling with NFTs, the YouTube exec did emphasize that “There’s a lot to consider in making sure we approach these new technologies responsibly.”

Lastly, the YouTube CEO announced some updates for YouTube TV, with a redesigned interface and a “smoother viewing experience” coming soon to the US-only television service. YouTube Music will also improve the listening experience for users with a new feature that will reduce loud peaks and boost softer sounds. “Every single one of these updates is based on a lot of discussion and data, as well as feedback from the entire YouTube community,” the YouTube CEO said today.

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Comments (5)

5 responses to “Google Details the New Features Coming to YouTube in 2022”

  1. dftf

    I don't really see the point in YouTube Shorts: they're always "vertical-video" format, which can get irritating, and when playing there is no option to fast-forward (double-tapping doesn't work) or to change the video playback-speed. And no, despite the name, not all Shorts are short.

    And do we really need more ways to make-money from videos? There are already adverts, sponsor shot-outs, paid-comments, badges next to comments, links to an online shop or a number of external monthly-subscription services (Patreon, Subscribestar, etc.) many creators ask follows to support them on. And if you were to choose to pay for YouTube Premium, only the adverts of that list would disappear: they'd still push all the rest -- and still collect data about your interests to push ads in other apps!

    As for the NFTs: please no, can this thing just die already! As far as I can understand, when you buy one, you are buying a position within a queue ("line", outside of English-English), and your token is what holds your place. But the queue doesn't actually have to be for anything, and the token itself doesn't give you any-rights over the design that is on it.

    About the only bit of the news here that I do like is the "will let [different channels] go live together and potentially benefit from some cross-pollination between audiences". It can be hard to find new content on YouTube, and channels aren't grouped into any kind of directories, so this could be a positive, and means revenue would be shared equally between channels. Though it is that-much different from how various creators currently invite similarly-minded people onto their streams and I would assume share some of the revenue behind-the-scenes?

  2. SvenJ

    "a new Shopping experience" = new and more creative ways to push ads.

  3. Jack

    Next step for Google is to embed Gmail, Chat and Meet :)

  4. rycott

    Ahh... NFTs. Wouldn't be a giant corporation if they weren't trying to cash into the scam.

  5. spiderman2

    Bonus: Slow down Youtube on non chromium browsers