Google-owned video streaming platform YouTube will stop sending emails to its users, starting August 13 who have opted to get emails about new uploads, live streams, and premieres from channels they have subscribed to.
YouTube viewers will still get notifications on their handset and desktop through YouTube app or Chrome browser respectively, but only if they turn these on.
The company has said that the reason to discontinue these emails is that less than 0.1% of such emails are opened and as a result, people have expressed how these emails “contribute to inbox overload.”
While YouTube is going to stop new video emails, it will continue to send emails about their account, mandatory service announcements, etc.
YouTube also said that it didn’t see any impact on watch time when it experimented with turning off these emails. “In fact, our tests showed that when we don’t send these emails, more people engage with mobile push notifications and their Subscriptions feed,” said YouTube.
Just last month, YouTube got support for the ‘smart replies’ feature. This feature was rolled out to creators to suggest what they should write back to those who comment on their videos. In addition to the standard YouTube platform, this feature has also been rolled out to YouTube Studio platform too.
While describing how smart replies work differently for YouTube than for emails, the blog noted, “In comparison to emails, which tend to be long and dominated by formal language, YouTube comments reveal complex patterns of language switching, abbreviated words, slang, inconsistent usage of punctuation, and heavy utilization of emoji.”