Mehrotra says this is more palatable to both viewers and advertisers, who only pay for ads that are watched.
"Up until now, the primary noun on YouTube has been video. You watch a video, you share a video, a video has view counts and so on," Shishir Mehrotra, director of product management at YouTube, said in a separate interview. "We're gradually shifting the site so the primary noun on the site is the channel, and you tune into the channels that you care about."
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