Google is reportedly considering a subscription service that would allow YouTube users to skip adverts that appear at the beginning of most of the videos on the site.
According to CNN, the move would drastically change the revenue model for the video giant, as majority of YouTube services are free and advertisements are its major source of income.
Speaking at a conference sponsored by the website ReCode, YouTube CEO Susan Wojcicki said that while YouTube is currently ad-supported, there's going to be a point where people wouldn't want to see the ads.
Referring to a subscription arrangement as "an interesting model", she said that YouTube was contemplating ways to give its users options.
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