The changes are supposed to reward videos that are more palatable to advertisers and the broader public, and help YouTube ward off criticism that its service is addictive and socially corrosive.
. It could also help YouTube make up for previous failures in curbing the spread of toxic content.
Starting in 2012, YouTube rebuilt its service and business model around “watch time,” a measure of how much time users spent viewing footage. A spokeswoman said the change was made to reduce deceptive “clickbait” clips. Critics inside and outside the company said the focus on “watch time” rewarded outlandish and offensive videos.
Executives there recently began talking about rewarding content based on a rubric for responsibility. The company “saw how the bad actions of a few individuals can negatively impact the entire creator ecosystem, and that’s why we put even more focus on responsible growth,” Susan Wojcicki, YouTube’s chief executive,To date, most of the efforts YouTube has cited publicly are about its recommendation engine, which promotes videos based on their content and viewer behavior.
Deciding what is a “quality” video, or which clips are “responsible,” is difficult even for humans. YouTube is trying to pull off this feat with a combination of software and employees, making the task even harder. It’s a risky change. The video service generates most of its revenue through advertising, and the business works best when as many people as possible are spending as much time as possible on YouTube. Hence executives’ obsession with engagement stats.
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