Remember, when YouTube was founded in the U.S., America's Funniest Home Videos had been around for a long time. In China, the history of TV as well as user-generated video is very, very short. So, we've actually had to do a lot of things to motivate that.
In the U.S., search engines are king. That is because everyone already knows what they are looking for. Brands have been around for a long time.