MKBHD calls YouTube video A/B testing its "craziest, riskiest" idea

YouTube announced video A/B testing at its Made on YouTube event, letting creators upload up to three cuts of a video and compare retention graphs. MKBHD called it the platform's "craziest, riskiest" idea, questioning whether viewers will know which version they watched. A broader rollout is expected early next year.

• Creators can test up to three cuts of the same video
• YouTube will limit testing to the launch period of new uploads
• A semantic model will check how similar the cuts are
• MKBHD: viewers likely won't know which version they saw