"The new service, which is already being used by thousands of Google employees, will 'frustrate and seduce' users of YouTube’s free service"

BB:

The new approach marks a big cultural shift for YouTube and its parent. Google, a division of Alphabet Inc., has sustained the most popular video site and search engine in the world by prioritizing free, easy-to-use services.

“Our top priority at YouTube is to deliver a great user experience, and that includes ensuring users do not encounter excessive ad loads,” the company said. “For a specific subset of users who use YouTube like a paid music service today -- and would benefit most from additional features -- we may show more ads or promotional prompts to upsell to our paid service.”

...

They will “smoke out” people who can afford to pay for a subscription and shepherd them to the new service.

“There’s a lot more people in our funnel that we can frustrate and seduce to become subscribers,”