In what might seem a counter-intuitive step, YouTube is cutting ads on channels with less than 10,000 views in total.
However the move ins't entirely altruistic, nor necessarily aimed at making the viewing experience better for users.
Rather, the update is a response to the backlash YouTube faced after big advertisers found their ads run beside questionable or offensive content.
Brands including Coca-Cola, PepsiCo, and Walmart have pulled advertising dollars out of targeted search.
By raising the threshold to enter its advertising program to 10,000 views, YouTube will be hoping to keep most unsavoury content away from the premium ads of its big spenders.
It could also mean brands with more modest YouTube followings may struggle to monetise.
No word yet on whether kitten videos will be affected by the update.
Do you think these changes will affect views on your YouTube channel? Let us know in the Comments.