YouTube’s excessive push for subscription

In the good old days, YouTube was free and all content was actually free with some occasional Ads. But of late they have been pushing the customers too hard into their Subscription service and if you do not, then the amount of Ads shown is just getting insane. Let’s take a look at their journey.

• No Ads or occasional Ads once in a while.
• A single Ad, sometimes in the beginning and some times after the video has played, but just one. Could be skipped after 5 seconds.
• A single Ad, in the beginning, and often can not be skipped.
• In addition to the Ad in the beginning, occasional Ads in the middle of the video. Mostly could be skipped after 5 seconds.
• Two Ads in the beginning, sometimes can be skipped after 5 seconds.
• Two Ads in the beginning, can’t be skipped, additional Ads during the video play, sometimes can be skipped and sometimes not.
• Two Ads in the beginning, almost always can’t skip. Many Ads during the video play IF the video is a bit long and popular. Ads in the end which also can’t be skipped if you want to watch another video.
• You see the direction it is heading towards.

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Needless to say that the duration of Ads, the frequency, the dismissal etc. are all being continuously tested (as in A/B tested) with users.

All this is being done so you can subscribe to the YouTube Premium for $11.99 a month and go Ad-free.

I mean, I understand that businesses need to make money and YouTube is no exception, but then whatever happened to Google’s ‘Do No Evil’ philosophy?

People all over the world have first gotten into the habit of watching free content on YouTube over the past two decades or so. And now YouTube wants to push them to a paid service, fair. But how? By pushing and pushing loads of Advertisements their way so they get annoyed? Is there no other better way? Netflix, Amazon Prime Videos and other services are competitively priced and YouTube needs to compete with them for user’s share of time. IMHO the competition needs to be based on differentiating product or service and not by penalizing people for not subscribing.