YouTube is currently testing new initiatives with random users including up to 12 unskippable ads in a row and limiting 4K streaming quality to Premium subscribers.

Google-owned YouTube has a Premium subscription plan that removes ads and includes a couple of other perks. Unsurprisingly, the video platform is doing what it can to persuade users to pay extra.

Recently, some users started seeing a lot more unskippable ads; up to 10 in a row. The company explains that it is part of an experiment.

- "We ran a small experiment globally that served multiple ads in an ad pod when viewers watched longer videos on connected TVs. The goal is to build a better experience for viewers by reducing ad breaks," a YouTube spokesperson told PCMag.

A handful of users on reddit are now seeing 4K (2160p) streaming limited to the Premium plan, which is apparently another test as other users still have access to 4K streaming free of charge. Under this scheme, 8K streaming would presumably also be limited.


 YouTube testing more ads and 4K for Premium. Photos: Reddit & PCMag

It may or may never happen but it is clear that YouTube is exploring ways to make its Premium plan seem more attractive. Many users have found ways to block the increasing number of ads on YouTube but there is obviously no way of getting access to Premium without paying or sharing.

Netflix is already limiting 4K, HDR and Dolby Atmos to its premium plan.

- Source: PCMag, Reddit (2)