How would you increase the usage of YouTube?

Certainly, I'll address the question of increasing YouTube usage from the perspective of a seasoned VP of Product. I'll structure my response according to the guidelines you've provided.

Introduction

The challenge at hand is to increase the usage of YouTube. This involves analyzing the current state of the platform, identifying growth opportunities, and developing strategies to enhance user engagement and retention. I'll outline a comprehensive approach to tackle this challenge.

Step 1

Clarifying Questions (3 minutes)

• Based on the growth challenge described, I'm assuming we're looking at YouTube as a whole, rather than a specific feature or subset. Is that correct?

Why it matters: This helps determine whether we need a broad strategy or a more focused approach. Expected answer: Yes, we're looking at YouTube as a whole. Impact on approach: We'll need to consider multiple user segments and content types.

• Are we primarily focused on increasing watch time, or are there other specific metrics we're targeting?

Why it matters: Different metrics may require different strategies. Expected answer: Watch time is important, but we're also interested in user engagement and content creation. Impact on approach: We'll need to balance strategies that increase passive viewing with those that encourage active participation.

• Are there any geographic or demographic areas where YouTube is underperforming that we should focus on?

Why it matters: This helps identify potential growth markets. Expected answer: There's room for growth in emerging markets and older demographics. Impact on approach: We may need to tailor our strategies for different regions and age groups.

• How much of a role does YouTube's recommendation algorithm play in our growth strategy?

Why it matters: The algorithm significantly impacts user engagement and content discovery. Expected answer: The algorithm is crucial, but we're open to other growth levers as well. Impact on approach: We'll need to consider both algorithmic and non-algorithmic approaches to increasing usage.