YouTube is testing a new feature that allows users to filter videos on their home feed by color, creating a more visually cohesive and pleasing experience when browsing. 9to5Google and users on Lemmy have reported seeing a new prompt window appear on the YouTube mobile app, asking users if they’re “craving something new,” with options to create a video feed by red, blue, or green hues.
This is an experimental feature and hasn’t been rolled out widely. YouTube spokesperson Allison Toh confirmed to The Verge that it’s currently available to “select users on Android and iOS mobile devices.” The company did not explain why it was developing such a feature, however, or provide a timeline for when (or if) it will be widely available.
Selecting a color filter doesn’t replace your existing homepage feed. Instead, the color-coordinated results appear as a new feed option located at the top of the YouTube app. Exactly how these videos are being filtered isn’t entirely clear. It appears to be based on the most prominent colors featured in thumbnails, but may potentially be analyzing the full video to detect if that color dominates throughout. Regardless, the feature appears to be entirely an aesthetic choice as there’s nothing to otherwise connect the filtered results by theme or content.
While it may be an unusual way to sort videos, color harmony is a marketing strategy that can be seen across a multitude of industries. Businesses on Instagram, particularly those within fashion and beauty, often coordinate their posts to ensure their main feeds smoothly flow from one color theme to the next. Cosmetics company ColourPop is a good example of this. Users on Lemmy also pointed out that this could be a data collection strategy to monitor how often YouTube users engage with certain colors. Either way, it’s a neat option for folks who like to customize their apps entirely on aesthetics and vibes.
Update, February 6th, 8:40AM ET: Removed claim citing that up to 90 percent of product assessments are made on color as the source could not be verified.
