YouTube is exploring new subscription models for consumers who “don’t want to see ads”, according to CEO Susan Wojcicki.

Speaking at the Code Mobile conference in the US yesterday (27 October), Wojcicki said the Google-owned video platform is investigating ways in which it can offer viewers the “option” to choose between advertising and subscription models.

“YouTube right now is ad-supported, which is great because it has enabled us to scale to a billion users. But there’s going to be a point where people don’t want to see the ads,” said Wojcicki.

She added that consumers generally “will either choose ads, or pay a fee, which is an interesting model”, and that YouTube is “thinking about how to give users options.”

“We’ve been thinking about other ways it might make sense for us [at YouTube]. We’re early in that process, but if you look at media over time, most of them have both ads and subscription services,” she said.

Wojcicki revealed that more than half of all YouTube’s views now come from mobile devices, and claimed that the platform is growing 50% each year in terms of overall watch time.