Many have grown accustomed to digital platforms deciding which content to show us. Algorithms subtly shape our interests by suggesting videos they believe we’ll enjoy. However, YouTube has decided to change the status quo and let users choose what they want to see in their feed. The new feature allows users to manually select a topic or genre, and the platform curates a personalized selection based on the request. This approach could be a real breakthrough in content personalization.
The experimental option is called Your custom feed. It’s already available to a limited number of mobile app users. On the main screen, next to the familiar “Home” button, a new control has appeared. When activated, the system prompts users to enter a brief description of the content they are interested in. For example, you can type “popular science videos without spoilers” or “documentaries about contemporary architecture in Japan.” YouTube then generates a unique feed fully tailored to the given preferences.
How the new feature works
Unlike standard algorithms that analyze viewing history and user behavior, the new system is based on direct requests. Users state what they’re interested in, and artificial intelligence interprets their input to select relevant videos. This isn’t a chatbot or conversational mode—just one message is enough to get an updated feed. This approach makes content selection more transparent and controllable.
Previously, YouTube recommendations often resulted in repetitive topics or pushed videos that only interested users once. The new tool helps avoid such situations and makes it easy to switch between different interests. This is especially important for those who don’t want a random view to shape all future platform suggestions.
Limited rollout and user feedback
For now, the feature is available only to a small group of users, and even Premium subscribers may not have access yet. YouTube emphasizes that this is a temporary experiment, and the decision on further implementation will be made after reviewing feedback. The company is actively gathering input from test participants to understand how much demand there is for this approach and its effect on audience engagement.
Introducing manual feed customization could become a significant step in the platform’s development. On the one hand, it expands user capabilities; on the other, it opens up new ways to collect data. Now the service receives not only information about activities, but also about explicit preferences, which allows for more accurate adjustment of future recommendation algorithms.
Potential consequences for users
The ability to directly influence the video selection may change how users perceive the platform. They gain more control and can experiment with different topics without worrying that a momentary interest will dominate their feed for a long time. However, it’s important to remember that any new feature is an additional source of information for the company, which continues to refine its personalization tools.
Despite the limited nature of the test, the very appearance of such an option suggests that YouTube is eager to make the user experience more flexible and transparent. If the experiment proves successful, similar tools may appear on other platforms, leading to a rethinking of familiar recommendation models.
Speaking of YouTube
Notably, YouTube is the largest video hosting platform in the world and is owned by Google. Founded in 2005, the service has, in two decades, become one of the most influential platforms for video sharing. YouTube’s monthly audience exceeds two billion users, with millions of new videos uploaded daily. The company is continually innovating to capture viewers’ attention and expand its features. In recent years, there has been a strong focus on developing artificial intelligence and personalizing content. New recommendation algorithms, automatic subtitles, and tools for creators are just a few of the major changes happening on the platform. YouTube actively competes with other services, such as TikTok and Instagram, aiming to remain the leader in online video. The introduction of experimental features, like Your custom feed, demonstrates the company’s willingness to try bold new ideas and look for innovative solutions for its users.
