Plan a YouTube growth push: pick a segment and the levers that lift daily actives

You are a product manager at YouTube, and the goal is to grow the number of daily active users. How would you approach it? Define what should count as a daily active user, decide where the growth should come from and which users to focus on, propose and prioritize ideas, and explain how you would measure the result. ```hint Break the number apart Split daily active users into how many people use YouTube at all in a month and how often those people come back, then ask which part has the most room to move. ``` ### Clarifying Questions - Does a daily active user mean anyone who opens YouTube on any surface (phone app, web, TV, YouTube Music), or someone who watches at least a minimum amount? - Should growth come from new users, from people who used YouTube and stopped, or from existing users coming back more often, or is that choice yours? - Is there a priority market or audience, or is the choice open? - Are creators in scope, or only the people who watch? ### What a Strong Answer Covers - A precise definition of a daily active user, including which surfaces and what minimum activity count - A breakdown of where growth in daily active users can come from, with the lever chosen and why - A chosen segment and the reasons those users do not return daily, grounded in how they use YouTube today - Ideas prioritized on explicit criteria, including their effects on viewing quality, creators and advertisers - A primary metric with guardrails, and an experiment design that tests whether the lift lasts ### Follow-up Questions - If notifications raised daily actives but lowered watch time per user, would you ship? What else would you check first? - How would you tell whether a gain in daily actives came from new viewing or was simply moved from another YouTube or Google surface? - How would your plan change for a market where most people use low-cost Android phones on limited data plans?