YouTube has rolled out a new feature that allows users to skip sponsored segments in videos. But there’s a catch: It’s only available to YouTube Premium subscribers.
How the new feature works
Many popular YouTube videos feature sponsored segments, where creators promote brands or products. These segments can range from 30 seconds to two minutes long. YouTube’s new feature lets users bypass these parts of the video.
To use it, you double-tap on the screen when the sponsored segment begins, and a Jump ahead button will appear, allowing you to skip directly to the next part of the video.
This feature, however, doesn’t show up in every video. For example, Dexerto says during its tests it worked on videos by Linus Tech Tips and Chris Stuckmann, but it didn’t work with some ads in PewDiePie’s videos.
Powered by AI and user data
YouTube explained in a blog post that this feature uses a combination of AI and viewership data to determine which segments can be skipped. The AI identifies parts of videos that viewers typically skip, not just sponsored segments.
For instance, if a large number of viewers consistently skip a particular segment in a video, YouTube will offer the option to Jump ahead. However, if people usually watch the segment, the option might not appear.
Impact on creators
While this feature is a welcome addition for viewers, it may raise concerns for content creators who rely on sponsorships as a source of income. If viewers begin to skip these segments regularly, advertisers might be less inclined to invest in sponsored content. It’s too early to tell how this will impact creators, but it’s something to watch closely.
This feature follows another recent update from YouTube, where the platform introduced an AI chatbot to help creators recover hacked accounts.