Summary
- YouTube is reportedly testing new Queue feature for Premium subs to improve video recommendations.
- YouTube’s Premium service offers ad-free experience and exclusive perks.
- YouTube will reduce mid-roll ads and improve ad experience due to growing competition.
YouTube will be testing a brand-new feature in its premium service aimed at improving its recommendations. The world’s largest video platform originally launched its premium subscription as YouTube Red in 2015. In 2018, it was rebranded as YouTube Premium, adding new features like YouTube Music. YouTube regularly tests and rolls out exclusive perks for its premium subscribers, with the latest feature being another addition to its growing list of benefits.
YouTube has been a global presence on screens for decades and was a pioneer of the revenue-sharing model, which many platforms like TikTok and Twitch have since adopted. Despite leading the way in creator monetization, some users have recently voiced frustration over an increase in long, unskippable ads. In 2024, YouTube generated $36 billion in ad revenue, underscoring how profitable ads are for the platform. However, YouTube Premium gives subscribers an ad-free experience, which is just one of the perks it offers.
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According to a recent Threads post by Stufflistings, YouTube is testing a new way to recommend videos while users watch. Instead of appearing on the homepage or recommended bar, suggested videos based on viewing habits will now appear in the Queue. The feature is exclusive to YouTube Premium subscribers and will be available only on Android devices until April 7.
YouTube Tests New Queue Recommendation Feature in Premium
While the new feature adds suggested videos to the Queue, they remain optional, requiring users to manually add or play them. The goal is to make finding videos that match a user’s taste easier. This isn’t the only recent change to YouTube’s Premium service. Earlier this year, YouTube introduced YouTube Premium Lite, a more affordable subscription tier that offers ad-free videos but does not include access to YouTube Music or ad-free music videos.
YouTube has been making significant improvements in 2025 to enhance both its regular and Premium services. In response to user and creator complaints about its advertising system, YouTube has announced ad changes aimed at reducing interruptions. Mid-roll ads will now appear less frequently, and fewer ads will be shown during crucial moments of videos to improve the overall viewing experience. These changes take effect on May 12 and are likely driven, at least in part, by growing competition from short-form video platforms and major streaming services.
Despite the competition, YouTube remains a leading streaming platform, offering a diverse range of services, including content creation, music, live streaming, and video streaming—all in one place. This versatility puts it in direct competition with more specialized platforms like Spotify, Twitch, and Netflix. To stay relevant, YouTube continuously rolls out new features aimed at enhancing the user experience. Its latest update is yet another step forward in keeping the platform fresh and competitive.