YouTube is going to internationalize. Local sites for Brazil, France, Ireland, Italy, Japan, Poland, Spain, the UK and the Netherlands will be created. In a first phase every local site will be translated and given a local start page and search function. Afterwards every site will be given a 'local' user experience that makes it possible to have, amongst others, country-specific rankings and commentaries. Brands are entering an (automated) dialogue. To start with by speaking the consumer's language, then by taking over the consumer's specific idiom and later even their accent in pronunciation. With that brands will become a full conversational partner. This is a small step in that direction.

• in Dutch