Its users YouTube who subscribe to multiple channels will know that the service allows them to receive email notifications of each new upload from the channel owners.
Alerts can, of course, be turned off by notification settings. Now, Google he said that it will stop email notifications for new video uploads from August 13th.
The changes will only affect email notifications, as the company says new upload notifications will continue to be displayed via Android and iOS mobile apps and Web alerts for those who have selected them.
The reason why the company is changing the old system is that users open less than 0,1% of email notifications.
In addition, Google states that other important email communications related to user accounts, mandatory service announcements, and more will not be affected.
As for the impact on engagement due to the lack of these notifications, the company says it found no impact on consumption or “watch time” during duration of her experiment, adding that "more people are engaging with their mobile push notifications and Subscriptions feed."
While the change is small, it will actually help users reduce the volume of emails especially if they are subscribed to multiple channels. YouTube adds that reduced emails will help users identify and pay attention to important emails.