YouTube introduced a new feature called Custom Feeds at the Made on YouTube event on September 23, 2026, allowing users to influence their video recommendations through natural language prompts. According to a blog post by Johanna Voolich, the feature functions as an additional tab on the homepage, tailored to specific moods, daily routines, or new areas of interest.1

Users can initiate the feature using simple commands, such as asking to "slow down with long documentaries in the evening" or "find new DIY creators." During a press briefing, Emily Moxley, vice president of viewer AI products at YouTube, explained that the system is powered by Google’s Gemini model. The prompts can vary in length and complexity, allowing users to define what should be prioritized or excluded from their feed. Moxley noted that this tool acts upon a massive catalog of over 20 billion videos. The feature is scheduled for rollout in the United States across web, mobile, and television platforms.2

Key Features of Custom Feeds
  • Custom feeds function as a standalone tab rather than replacing the primary "All" feed.
  • Users set up feeds using natural language prompts processed by the Gemini model.
  • Internal testing revealed user hesitation toward modifying the primary algorithm directly, leading to the creation of a separate interface.
  • Videos viewed within custom feeds are added to the standard watch history and may influence future general recommendations.

How does the Custom Feed integrate with the standard YouTube homepage?

While the marketing language suggests a high degree of control over the recommendation engine, the implementation is more focused. The main Home feed, labeled as the "All" tab, remains unchanged. Custom Feeds appear as a separate option, similar to the existing Music or Podcast tabs. Users toggle to the new tab to match their current mood and return to the primary recommendation engine by selecting the "All" tab. In early implementations, the Custom Feed button appears beneath the search bar alongside existing topical navigation.23

Reports indicate that YouTube previously experimented with a tool that would allow users to directly manipulate the core recommendation engine. Moxley explained that user testing showed a significant fear of breaking the algorithm or losing personalized recommendations. As a result, the company opted for a lower-risk, side-tab approach. Unlike platforms that require users to adjust settings, YouTube has chosen a design that leaves the primary engine untouched while providing an auxiliary space for discovery.32

What are the technical requirements and limitations of YouTube Custom Feeds?

YouTube Help documentation currently categorizes the feature as experimental.4 To access it, users must be logged into their accounts, have their watch and search history enabled, and set their device language to English. While initial documentation describes the ability to maintain one active custom feed at a time, the prompt will expire if it remains inactive for 30 days. Although promotional materials suggest that multiple feed support will expand to web and mobile in the following month, current help pages describe a single-feed system. Consequently, the user experience may vary depending on the specific region and software version.42

Crucially, the system design ensures that videos watched within a custom feed are recorded in the standard watch history. Consequently, these interactions can influence recommendations on the main homepage. While the custom tab acts as a separate interface, it simultaneously acts as an input for the primary recommendation engine. When a user refreshes the page, the feed updates based on the prompt, mixing existing and new content in a manner similar to standard homepage refreshes. For creators, watch time and monetization metrics derived from custom feeds are treated as standard engagement.4

Notes and Sources

  1. Johanna Voolich, YouTube Blog (September 23, 2026). "New YouTube Viewer Updates: Custom Feeds & Ask YouTube".
  2. Sarah Perez, TechCrunch (September 23, 2026). "YouTube will let you build your own algorithm with AI".
  3. WIRED (September 23, 2026). "YouTube’s Custom Feeds Give You More Control Over the Algorithm".
  4. YouTube Help. "Create & manage your custom feed on YouTube Home".