If you are a Youtube Product Manager, how will you decide if you should do a filter feature for kids under a certain age?

Certainly, I'll provide a detailed, strategic answer to the YouTube product strategy question from the perspective of a seasoned VP of Product. I'll use a first-person perspective and structure the response as if directly addressing the interviewer.

Introduction

As a YouTube Product Manager, the decision to implement a filter feature for kids under a certain age is a critical strategic consideration. This feature could significantly impact user experience, safety, and our platform's overall value proposition. Our key business objectives here would likely include enhancing user safety, improving parental controls, and potentially expanding our younger user base while maintaining compliance with regulations.

To approach this strategic problem, I'll follow these steps:

1. Clarify our strategic goals
2. Analyze the market and competitive landscape
3. Define our product vision and roadmap
4. Prioritize strategic initiatives
5. Develop an execution plan
6. Establish metrics and KPIs
7. Manage risks and create contingency plans

Let's dive into each of these areas to develop a comprehensive strategy.

Step 1

Clarify the Strategic Goals (3-4 minutes)

• Based on YouTube's position as a leading video platform, I'm assuming that user safety and content appropriateness are key priorities, especially for younger audiences. Could you confirm if this aligns with our current strategic focus, particularly in relation to younger users?

Why it matters: This will help us determine if the filter feature aligns with our core strategic priorities. Expected answer: Yes, user safety and appropriate content for younger users are indeed key priorities. Impact on approach: If confirmed, we'll prioritize the filter feature development; if not, we may need to reassess its importance.

• Considering the evolving regulatory landscape around children's online safety, such as COPPA in the US, are we anticipating any specific regulatory changes that might impact our decision on this feature?

Why it matters: Regulatory compliance could be a driving factor in our decision-making process. Expected answer: Yes, we're monitoring potential changes in children's online safety regulations. Impact on approach: If significant regulatory changes are expected, we might need to fast-track this feature to ensure compliance.

• Looking at our user demographics, can you share any insights on the current engagement levels and growth trends for users under a certain age, say 13?

Why it matters: This will help us understand the potential impact and reach of the filter feature. Expected answer: We've seen steady growth in younger users, but there's room for improvement in engagement. Impact on approach: Strong growth would support prioritizing this feature, while low engagement might require us to reconsider our overall strategy for younger users.

• In terms of our product lifecycle, where does our offering for younger users currently stand? Are we in a growth phase for this segment, or is it a relatively mature product area?

Why it matters: This will influence our approach to feature development and resource allocation. Expected answer: We're in a growth phase for younger users, actively expanding our offerings. Impact on approach: A growth phase would support more aggressive feature development and resource allocation.

Based on these strategic considerations, I'll proceed with the assumption that enhancing our offering for younger users is a priority, with a focus on safety and engagement, while also ensuring regulatory compliance.