In a move that echoes its past experiments with social features, YouTube is quietly testing a new direct messaging tool within its mobile app, aiming to enhance video sharing among users. According to a recent report from Neowin, Google is rolling out this feature on iOS and Android, allowing select users to share videos directly through in-app chats. This development comes years after YouTube discontinued its previous messaging system in 2019, signaling a potential shift toward more integrated social interactions on the platform.

The experiment focuses on seamless video sharing, enabling users to send clips to friends without leaving the app. Early details suggest it’s designed to boost engagement by making conversations around content more immediate and personal. Industry insiders speculate this could help YouTube compete with rivals like TikTok and Instagram, which have long dominated social sharing with built-in messaging.

A Blast from the Past: YouTube’s Messaging History

YouTube first introduced in-app messaging in 2017, as reported by Engadget, allowing users to chat and share videos directly. The feature was intended to keep viewers within the ecosystem, reducing the need to switch to other apps like WhatsApp or Messenger. However, it failed to gain widespread adoption, buried deep in the app’s interface.

By 2019, YouTube decided to shut it down, with The Verge noting the company’s focus shifted to public features like comments and Stories. A post from TeamYouTube on X (formerly Twitter) confirmed the discontinuation after September 18, 2019, emphasizing public conversations over private ones. Many users, especially younger audiences, expressed outrage, as covered by TechCrunch.

Why Bring It Back? Evolving User Demands

The revival appears driven by changing user behaviors and competitive pressures. With the rise of short-form video platforms, YouTube has been innovating, including features like Shorts and enhanced live streaming tools, as detailed in the YouTube Blog. This messaging test could integrate with these, allowing real-time discussions during live events or quick shares of viral clips.

Recent posts on X highlight mixed sentiments; some users recall the old feature’s inaccessibility, with one poster noting it was ‘buried so deep within the site most people couldn’t find it.’ Others express excitement for a potential return, aligning with broader trends in social media where direct messaging boosts retention, as seen in Spotify’s recent DM launch reported by Jordan News.

Technical Details and User Feedback

From the Android Authority coverage, the current experiment is limited to a small group, with features like easy video embedding in chats. It’s built on Google’s ecosystem, potentially leveraging Firebase for real-time messaging, though official confirmation is pending. Users in the test report smoother integration compared to the 2017 version.

Feedback on platforms like Reddit, as seen in a 2024 thread on r/youtube, questions the removal of the original feature, with comments suggesting poor promotion led to its demise. Current X discussions, including posts from November 2025, indicate cautious optimism, with users debating its impact on privacy and app clutter.

Competitive Landscape and Strategic Implications

In the broader industry, this move positions YouTube against Meta’s Instagram and ByteDance’s TikTok, both of which have robust DM systems. Trusted Reviews in 2019 highlighted the lack of a direct replacement when messaging was axed, leaving a gap that competitors filled. Now, with YouTube’s vast user base, reintroducing DMs could drive more time spent in-app.

Analysts point to data from similar features elsewhere; for instance, Telegram’s recent update with direct messages in channels, as announced by Pavel Durov on X, shows how messaging enhances community building. YouTube might aim for similar engagement, especially with its focus on creators, as evidenced by updates like the new Content tab in Creator Studio mentioned in X posts from 2022.

Potential Challenges and Privacy Concerns

However, reintroducing messaging isn’t without risks. The 2019 shutdown was partly due to moderation challenges, as private chats can harbor misuse. MakeUseOf reported on the feature’s low usage, but today’s version must address safety, especially for younger users, amid ongoing scrutiny of tech platforms.

Recent news from News18 echoes past concerns, while current X chatter from November 2025 discusses encryption needs, drawing parallels to updates in other apps like X’s own chat enhancements.

Future Outlook for YouTube’s Social Ambitions

If successful, this experiment could evolve into a full feature, integrating with YouTube’s AI tools and ad systems, as per the YouTube Blog’s September 2025 update on live streaming. Creators like Marques Brownlee have praised YouTube’s responsiveness to feedback, as seen in his 2018 X post about experiment notifications.

Ultimately, this test reflects YouTube’s strategy to blend video consumption with social networking, potentially reshaping how users interact with content. As the experiment progresses, industry watchers will monitor adoption rates and any official announcements from Google.