YouTube Music simply introduced Samples, a brand new in-app function the place customers can scroll by means of brief music video clips from their favourite artists and uncover new songs. Welcome again to the short-form video wars. Yes, Silicon Valley stays hyperfixated on generative AI, however don’t neglect one in every of its different, latest favourite developments: releasing options that vaguely remind you of TikTok.

Before Samples launched, I spoke with Gregor Dodson, a director of product administration at YouTube Music, concerning the new function and what the corporate hopes to get out of its TikTok-esque feed. He’s upfront about how the feed is designed to interact youthful listeners who scroll by means of fast movies on social media and see it as a method to discover one thing contemporary.

YouTube Music already allowed customers to toggle between video and audio-only variations of songs. The plan with Samples is to make use of algorithmically-selected video clips as a method to broaden listeners horizons, whereas not venturing too distant from their preliminary favorites. Earlier this yr, rival music app Spotify additionally started to emphasize video as a part of its music discovery course of.

“Internally, we’ve talked for a long time about this, before TikTok even came on the scene,” Dodson says. “How can we better utilize our video corpus to allow you to very quickly tune into a vibe?” As listeners swipe by means of clips, they’ll simply add songs to their playlists and begin a radio station based mostly on them.

Users don’t simply flip to TikTok for leisure. They additionally see it as a method to search for information and discover cool artists. “It’s really, really important to music fans to discover new music,” he says. “But, when you watch their behavior, they very rarely listen to new music.” Dodson desires Samples to be a useful a part of the invention course of for a youthful technology of listeners.

Owned by Google, YouTube Music’s new tab just isn’t the corporate’s first try to include components of TikTok to seize Gen Z’s consideration. YouTube Shorts launched in the US again in 2021. Shorts was fairly reminiscent of TikTok when it first dropped, and updates to the feature additional aligned its imaginative and prescient. Google even tweaked aspects of search final yr in order that the outcomes regarded extra like a social media feed.

Some of the earlier updates to YouTube Music, like in-app podcasts, had been initially simply launched within the US, however the Samples tab is getting a extra widespread launch. “We’re launching this globally,” says Dodson. “So if you’re a French pop fan in the US, we’re going to give you French pop, because we have a lot of insight into that from our French users.” Polo & Pan followers, that is your second!

Despite the rising variety of similarities between providers, YouTube Music’s connection to YouTube stays a serious, differentiating issue for the service. Since I’ve watched Troye Sivan’s “Rush” music video a couple of too many occasions on my lounge TV, the YouTube Music app is aware of I’ll most likely wish to hear that music once more once I’m understanding on the health club.

The music subscription app is obtainable individually or bundled with YouTube Premium, which additionally contains entry to an ad-free expertise on YouTube correct. For an in-depth dialogue about which streaming possibility is a worthwhile alternative for you, take a look at WIRED’s picks for the best music streaming apps, together with Spotify, Tidal, Apple Music, and YouTube Music.

For YouTube Music and different streaming providers, the flexibility to draw and maintain a loyal Gen Z viewers is important for development. During a latest earnings report, Spotify—which presently holds extra market share than every other music streaming service—credited an increasing number of young listeners as a major issue for the app’s continued dominance.