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YouTube Testing In-App Messaging Feature: Report

YouTube is doing a limited release of a new messaging tool that permits viewers to chat and share videos while still in the mobile app.

The in-app feature went live for a handful of users Wednesday, Wired is reporting.

The ‘native sharing’ feature enables users to avoid having to cut and paste URLs into e-mails, texts or IMs. Now, users can share, chat about videos and even reply with another clip right in YouTube.

Earlier testers can share the tool with their friends by inviting them into conversation threads. The message threads are located within a new tab on YouTube’s mobile app.

YouTube director of product management Shimrit Ben-Yair told Wired her team created the feature in a bid to encourage more sharing, which is good news for both YouTube and content creators.

It will also get more shares for YouTube Red’s special content. YouTube Red is the company’s original programming vehicle that offers all of YouTube’s current videos, as well as access to music streaming and exclusive content such as original series and movies from the site’s top creators for $9.99 a month.

Although YouTube is the clear leader in the video platform market, Amazon and Facebook are doing their very best to steal a slice of the Google-owned company’s pie.

The new in-app sharing feature will give users a new reason to stick around longer on the platform.

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