Although YouTube has implemented tools for sharing YouTube videos in the past, many users still rely on copying and pasting a URL to share content from the platform to an email or social network. To make sharing simpler for mobile users, YouTube's official app now features an in-app chat feature that allows users to interact with one another without having to leave the app. Users are now able to use the share button, select contacts, input a message and instantly share content. In turn, users are able to reply with videos, add others to the conversation and "heart" conversations that they love.
Many apps across entertainment and e-commerce aim to set themselves up as a one-stop-shop for an experience that does not require leaving the application to perform a new action.