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YouTube Revives In-App Messaging After 6 Years, Tests New Video Sharing Feature

YouTube tests in-app video sharing and chat feature in Ireland and Poland, bringing back private messaging after 6 years. Users can share videos directly within the app without switching platforms.

This development matters because it signals a fundamental shift in how major platforms approach user engagement and social interaction. YouTube's decision to reintroduce messaging after six years reflects the growing importance of integrated social features in retaining users and increasing platform stickiness. For everyday users, this means more convenient content sharing and discussion without app-switching, potentially changing how people discover and engage with videos. For the broader digital ecosystem, it represents increased competition with messaging giants and could pressure other video platforms like Rumble to innovate similar features. This move also highlights YouTube's strategy to capture more user attention and data within its own ecosystem, which could influence content creation, advertising models, and social media dynamics across the industry.