Feature locally relevant content
In conversations across India, Nigeria, and Indonesia we found that YouTube content didn’t always feel relevant to users. In addition to international content, users wanted to watch videos that were popular in their region, but couldn’t easily find these options on the homepage. We needed to do a better job of incorporating cultural norms and expectations into YouTube Go, so we designed an experience that tailors video recommendations to user preferences, in people’s own language. We also created a home screen that features trending and popular videos in the user’s region. By glancing at the home screen, people can find and discover videos that are relevant to their community.
Conversations with the people who use our products to better understand their day-to-day lives inspired the creation of YouTube Go. The app’s initial success is inspiring, and demonstrates the need for more global products that support data saving and content discovery in locally relevant ways. Now that we’ve launched in India, Nigeria, and Indonesia, we’re working to meet our users in other countries, and we encourage you to do the same.
For additional articles on Google’s global methods, visit our UX for the Next Billion Users collection.