Wide spread rumours have now been confirmed by two sources close to Google, YouTube is planning a complete redesign which will include a clear separation of Premium and User-posted content.
YouTube has been known primarily for its User-posted content and recently has come under attack from The Performing Rights Society (PRS) for allowing users to publish and watch premium music videos. PRS insisted that Google owned YouTube pay a much higher licence fee to counter the increase in music video popularity. In a shock move, YouTube refused the deal and removed all of the offending content. The hardest hit from this decision was the music industry itself; YouTube was a powerful marketing tool for promoting and developing an artist’s brand and this resource was no longer available. The up and coming redesign of YouTube is set to address these issues and offer an even wider choice of Premium content. Is this a result of the recent PRS challenge or is this purely part of YouTube’s ongoing development?


With the launch of the iPhone, Google Android and Blackberry, mobile streaming content has become big business and YouTube is one of the first to be taking this to the next level. If the rumours are correct, Premium content will be available through a registered account with YouTube, streaming directly to a mobile phone. This could potentially revolutionise YouTube and guarantee its continued growth and success over the coming years.


According to two sources close to Google the new design will see a change in the layout of the current site navigation. Users are currently directed to “Videos”, “Channels” and “Community” categories. The new design will include a tabbed interface with clearly defined sections including Premium Content. The new design will feature 4 main tabs: Movies, Shows, Music and Videos. The first three tabs will display premium shows, clips and movies from the Google network and studio partners. The Video Tab will display User-posted content and amateur video. Advertising revenue will be generated from in-Video Advertising.


“They’re putting up walls between all the UGC stuff, which will live within the video channel,…and the brand safe content,” said one senior agency exec who was briefed on YouTube’s plans.
YouTube will also feature a redesigned video player. The new interface is said to resemble Hulu. Hulu is the NBCU owned video portal that overwhelming success has seen massive levels of growth since its launch just over a year ago. Like Hulu, users will be able to dim the content around the video player to allow a more concentrated user experience.


Amazingly the planned launch date for this major YouTube update is 16th April 2009. Will this be the death of YouTube or will it usher in a new era of mobile video accessibility? Die hard YouTube users are not happy with the prospect of change and are worried that YouTube will become too corporate. All we can do is wait and hope that YouTube maintains its individuality and continues to offer a valuable user experience.


Writen by Creative SEO, Search Engine Marketing Agency