YouTube may mute notifications from channels you don’t watch

YouTube is testing turning off notifications from channels viewers don’t engage with in attempt to tame the number of notifications they receive. The video platform says the test will specifically impact viewers who’ve chosen to receive “All” notifications from a channel.

During the experiment, notifications will still appear in the notification inbox, but “viewers who haven’t recently engaged with a channel despite having been sent recent push notifications will not receive push notifications,” YouTube says. The goal is to get viewers to not disable notifications entirely just because they’ve received too many.

Many YouTube creators specifically ask people to subscribe and enable notifications so they know when a new video has been uploaded. The problem is, when you agree to receive “All” notifications, you’ll also get pestered about things that aren’t new uploads. There are ways to manage your notifications, but YouTube claims it’s common for people to disable them at the app-level once they get annoyed (impacting every channel they’re subscribed to), rather than try and tweak things. For a creator who wants to maximize the number of people that watch their videos, not being able to rely on push notifications to grab subscribers’ attention is a problem.

YouTube deciding that some viewers shouldn’t receive notifications from a given channel seems like an extreme solution, though. The company describes this test as “small,” but it certainly feels like there could be a more nuanced way to weed out the push notifications people don’t need.