After testing the feature earlier this year, YouTube is now rolling out a dedicated ‘New to you’ tab on its platform. On mobile, desktop, and TV devices, the new tab is now visible on the YouTube homepage. YouTube claims that the feature would help users discover new creators and content in addition to the standard recommended videos.

The new tab shows user’s material from channels you've never seen before that matches their viewing tastes. It's designed to go beyond YouTube's Explore listings, which let users find material on specific themes like gaming or beauty, but don't take into consideration individuals' specific interests.

YouTube states that ‘New to you’ is tailored to the individual viewer, as it strives to strike a balance between content it thinks viewers will enjoy and stuff that is a little different from what they are used to seeing.

When users refresh the YouTube homepage on any mobile device, the tab will appear. The tab may also appear while users scroll through their feed, according to the company. It's worth mentioning that since the feature is personalized, it might not be available all the time. Users will also need to be logged into YouTube to see the tab.

The new tool may assist creators in reaching new audiences by allowing them to target those who would be most interested in their material but would not have found it otherwise. It could also assist viewers in discovering new material and hobbies.

This new feature looks to be YouTube's response to TikTok's famous 'For You' page, which employs a recommendation engine to show tailored video recommendations for each user. The functionality has aided TikTok's growth by allowing users to discover new content while also allowing creators to be discovered. YouTube's 'New to you' stream appears to be aiming to achieve the same thing for its users.

First, New to You will display as a bright button at the top of the home feed, at the top of the bar where YouTube now suggests categories to viewers. Users can access the New to You feed by tapping that button.

Second, if a user has been scrolling their home feed for a while but hasn't picked a video to view, New to You will appear as a prompt. Whether the user taps the popup box and, it will open the New to You feed, which will question if they are seeking for something different.

The New to You feed differs from YouTube's Explore page in that it is tailored to each user and provides a variety of content that they may not have seen previously but will likely find interesting based on their behaviour.

“You've told us that when you've caught up on your recommendations, you want to see new creators and new videos. We hope this new option keeps things fresh while also helping creators connect with new audiences”, wrote YouTube.