YouTube wraps up test by asking users to get premium subscription to watch 4K videos • TechCrunch

Earlier this month, YouTube ran an experiment in which it asked some free users to upgrade to a premium account to watch videos in 4K resolution. The company has now ended this test, likely due to user outcry.

In a tweet, YouTube confirmed the end of the experience and said “viewers should now be able to access 4K quality resolutions without a Premium subscription.” So now all users can watch videos at the highest resolution without paying any subscription.

YouTube ran the test to understand how to gauge user reactions when a particular feature was pushed behind the premium tier. In a tweet now deletedthe company told a user who received a pop-up asking them to upgrade that the user was “part of our experience to better understand the feature preferences of Premium and non-Premium viewers.”

Google charges $9.99 per month for YouTube Music and $11.99 per month for YouTube premium in the US – these prices vary across the world. The company claims to have over 50 million paid subscribers on both offerings globally. Premium membership offers features like ad-free viewing, video downloads for offline consumption, and background playback.

YouTube tries many ways to convert free users to paid users. Earlier this year, he conducted an experiment showing users up to 11 non-skippable ads before the start of a long video to allow them to live an uninterrupted experience. This test was short-lived and the company completed it within days.

Last week, YouTube introduced a new feature called handles – which is similar to what other social networks like Twitter, Instagram and Facebook offer – that makes it easy for creators to direct viewers to their channel.

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