Digital Platform Policy Highlights - Digest 27
Q1 to Q3 2024 policy updates: This post breaks down how platforms are tweaking their policies to bring in fresh users and stand out in the crowd. Catch all the insights here!
This post is part two of a series documenting policy changes and feature improvements introduced by platforms in Q1 2024 to Q3 2024.
TL; DR→ Here are policy changes to to attract new users:
Certain Exclusive Xbox Games to Come to PlayStation and Switch
Snapchat's "My AI" Chatbot Adds In-App Reminders and Countdowns
Snapchat Launches New AR and ML Tools for Brands and Advertisers
Certain Exclusive Xbox Games to Come to PS5 and Switch
Microsoft has confirmed that it plans to release previously Xbox-exclusive games, such as "Indiana Jones and the Grand Circle," on rival platforms like PlayStation 5 and Nintendo Switch. This move follows Microsoft's previous commitments to make certain titles, including Call of Duty, available on competitor consoles as part of its Activision Blizzard acquisition. Xbox’s move to reduce exclusive games appears to promote public welfare by offering gamers greater choice and flexibility and put pressure on PS5 to do the same. But a platforms researcher like me sees a classic platform strategy where the challenger firm seeks interoperability to challenge the market leader. (link)
Spotify Introduces Music Videos in Select Countries
Spotify has begun adding music videos to its platform in select countries, enhancing the user experience by allowing fans to watch the official music videos that accompany many tracks. Spotify seemingly avoided this simple integration to focus on core competency and accessibility concerns since Spotify extensively prioritized current user experience and retention. This feature is part of Spotify's broader strategy to further draw users from platforms like YouTube and Apple Music, which already offer video content. (link)
ChatGPT Removes Account Requirement, But Limits Apply
ChatGPT has removed the requirement to create an account for access, allowing users to interact with the AI without signing up. However, this change comes with limitations: non-registered users face restrictions on usage time and features. This move lowers the barrier to entry for casual users, but the limits on usage will be key – bad actors might otherwise use ChatGPT without an account and prod the chatbot to create malicious content. Also, this is a catchup move: Bing Chat and Meta AI allowed users without signing up too. (link)
Facebook Embraces Vertical Videos to Compete with TikTok
Facebook has introduced a new vertical video player, designed to enhance the experience of consuming all formats: long-form, short-form or live videos on the platform. This feature echoes the popular format pioneered by TikTok, aiming to attract young users who seem to prefer vertical content. Facebook’s sister company, Instagram, had launched its vertical video-player, Reels, in 2020. Will Facebook’s algorithms prioritize reel-like videos or cross-promote Instagram reels is the real question now. (link)
Snapchat's "My AI" Chatbot Adds In-App Reminders and Countdowns
Snapchat has upgraded its "My AI" chatbot with new features that allow users to set in-app reminders and countdowns. These enhancements aim to make the chatbot more functional, helping users manage tasks and track time directly within the app, adding utility beyond casual conversations. It also allows users to generate digital garments for users’ Bitmoji. If, like me, you initially wondered why users would turn to Snapchat for reminders instead of their preferred reminder apps, you might have overlooked a key aspect of Snapchat's user base: college students who already use the platform for discussing assignments, interviews, and parties. (link)
Snapchat Launches New AR and ML Tools for Brands and Advertisers
Snapchat has unveiled new augmented reality (AR) and machine learning (ML) tools designed to enhance ad engagement for brands and advertisers. These tools include features such as virtual try-ons and interactive environments, while ML technology improves ad targeting and personalization. For a platform which thrives on engagement, this move aims to strengthen Snapchat's position in the digital advertising space by offering brands unique ways to engage users. While ad conversions are poised to increase, I’m curious to learn if they inadvertently contribute to buyer's remorse due to heightened expectations or impulse purchases. (link)
Research help from Jennifer Xie, Angelina Wang, John Mai, Marshall Singer, Anantesh Mohapatra and Anna Li (Thanks a ton, folks!)
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