25 percent of YouTube videos are being watched on mobile devices and the number is accelerating rapidly. In some markets, like Korea, that figure is already at 50 percent. Rajaraman attributes this rise to everything from larger screen sizes, more 3G and 4G networks, and consumers turning to tablets over desktops for info and entertainment.
For content makers, this means that creating a video channel page in a “classically desktop” design is folly. Pages with links, browser bars and other desktop architecture just doesn’t belong in a video environment, says Rararaman.
“Pages are dead,” he says. “It’s all about fluidity and a full screen model.. like TV.”
Pages have a supremely great API. Video has no API. There are no standards for screen-oriented apps. So how do you customize the user experience on a screen without a page?