YouTube is currently testing an endless scroll feature that mimics the user experience of TikTok, allowing users to continuously scroll through videos without interruption. This feature is being trialed on mobile devices and is designed to enhance content discovery and engagement on the platform. The endless scroll feature automatically plays a new video as users scroll, aiming to keep viewers engaged for longer periods and help new creators gain visibility in a crowded digital space .

This change is part of YouTube's broader strategy to adapt to evolving user preferences and compete with other platforms like TikTok and Instagram, which have popularized the infinite scroll format. The feature is currently available to a limited number of users as part of a test phase, and it may lead to significant changes in how users interact with long-form videos on YouTube .

Visual Representation

The image above illustrates the concept of infinite scrolling, featuring a stylized phone with a loading indicator, emphasizing the continuous nature of content delivery on platforms like YouTube.

This design highlights the phrase "ENDLESS SCROLL," showcasing the integration of this feature into YouTube's user interface, which is aimed at enhancing user engagement through seamless content consumption.

Overall, the introduction of the endless scroll feature on YouTube represents a significant shift in the platform's user experience, aligning it more closely with the interactive and engaging formats seen on other social media platforms.