YouTube is getting much more social with the latest update to its mobile app, which adds in-app sharing and messaging features.

“Not only can you share and receive videos in the app, you can also chat about them right on YouTube, reply with another video, invite others to the conversation, and more,” wrote product manager Benoit de Boursetty in a blog post.

“We think it’ll make sharing easier, faster and more fun on your phone… These shared videos all live in a brand new tab on your YouTube mobile app, making it easier than ever to catch up on videos your friends have shared or to show them a few of your own favourites.”

One point: while YouTube continues to try to clean up its infamously-toxic public-comments culture, this is an example of it fuelling private discussion among friends about videos on the service – although we’ll have to see if this draws people back from doing it within other social apps.

Another point: it’s interesting to see YouTube pulling in the opposite direction to Spotify, which recently removed in-app messaging features that were essentially the same as what YouTube has just added to its app.

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Music Ally's Head of Insight

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