YouTube Evaluates Netflix-like TV User Interface with In-app Purchase Options

Google's video streaming company YouTube is testing a new version of its app for smart TVs that will be similar to Netflix. According to The Verge, which cited the Information, the makeover is likely to bring paid content from third-party services directly to the app's home screen, making it easier for users to discover and subscribe to new streaming options.

In some regions, YouTube already has a "Primetime Channels" feature that allows viewers to subscribe to services such as Max, Paramount+, and Crunchyroll via the Movies and TV section. However, it has been a while since YouTube increased its third-party options.

Meanwhile, platforms such as Prime Video have already integrated content from external sources, including Apple TV+, into various portions of the app, such as the home page.

Blending YouTube with third-party content

Kurt Wilms, Senior Director of Product Management at YouTube, described the company's objective for the revamp. Wilms allegedly told The Information: "The vision is that when you come to our app and you're looking for a show, it'll just blend away whether that show is from a Primetime Channel or that show is from a creator."

This means that third-party content teasers, such as autoplaying samples, may appear on YouTube's home screen when users activate the app. While YouTube has not officially confirmed the timing for the makeover, the source claims that the revamped interface might be available within the "next few months."