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EMARKETER

YouTube tests variable notifications that may benefit brands

Article by Marisa Jones  |  Mar 28, 2025
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YouTube tests variable notifications that may benefit brands
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Digital Video
Digital Content
Social Media Marketing
Worldwide
United States

The news: YouTube is testing a variable notification system to help channels sustain higher engagement rates, per a company blog.

  • In the experiment, subscribers who haven’t recently engaged with a channel will not receive push notifications. Notifications will still be delivered via the in-app notification inbox.
  • Subscribers who frequently engage with channels will continue to receive notifications.

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