YouTube of the future

But there’s one thing YouTube has not been able to provide creators: direct access to their audience. And that’s because YouTube has made it clear that they own the customer relationship, not the creator.

YouTube is a near infinite video library, where seemingly everything that’s ever happened in the world is available to be watched over and over again. But viewing the video is only one part of the consumption experience. There’s also the discussion, the commiseration, the reaction about the video — the proverbial water cooler moment — that is also ... See more

But there’s a subtle difference about YouTube versus other social media services: the vast majority of YouTube content is not created natively. In other words, most videos uploaded are not originally made within YouTube.

What if the YouTube of the future created a Direct Messaging system to allow creators and fans to communicate with each other and one another?

Now compare that with a service that’s not only a video hosting platform, but simultaneously a video creation platform: TikTok. For creators, TikTok is incredibly differentiated because their videos can only be created on TikTok through their creation tools.