Earlier this month, YouTube conducted an experiment that saw some free users being asked to upgrade to a premium account to watch videos in 4K resolution. The test was met with significant backlash from users, leading the company to end it.

What Happened During the Experiment?

In a now-deleted tweet, YouTube explained that the users who received the pop-up asking them to upgrade were part of an experiment designed to gauge their reaction to pushing a particular feature behind the premium tier. The goal was to understand the preferences of both premium and non-premium viewers.

Why Did YouTube End the Experiment?

The company’s decision to end the experiment likely stems from the uproar caused by users who were asked to pay for a subscription to access 4K resolution. YouTube has been experimenting with various ways to convert free users into paid subscribers, but this particular test may have backfired.

YouTube’s Premium Subscription

For context, YouTube Music costs $9.99 per month in the U.S., while a YouTube Premium subscription costs $11.99 per month. These prices vary across different regions. With over 50 million paid subscribers worldwide, the company has been trying to find ways to make its premium features more appealing.

What Does This Mean for Users?

As of October 17th, users can now access videos in 4K resolution without having to pay for a premium subscription. This is a significant change, as it means that all users will be able to enjoy high-quality content without the need for an additional payment.

YouTube’s Experimentation Continues

This experiment was not the first of its kind. Earlier this year, YouTube ran another test where users were shown up to 11 unskippable ads before a long video. The goal was to provide an uninterrupted viewing experience, but the test was short-lived and ultimately ended.

New Features on YouTube

Last week, YouTube introduced a new feature called handles, which allows creators to direct viewers to their channel easily. This is similar to features offered by other social networks like Twitter, Instagram, and Facebook.

Related Topics

  • 4K
  • Apps
  • Google
  • Subscriptions
  • YouTube

About the Author

Ivan Mehta is a journalist who covers global consumer tech developments for TechCrunch. He has previously worked at publications including The Huffington Post and The Next Web. You can reach out to him at im@ivanmehta.com.

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