YouTube Adds A/B Testing for Video Cuts, Expanding Studio's Toolkit

YouTube unveiled a new video A/B testing feature for Shorts, allowing creators to compare up to three video cuts to see which opening hooks viewers best. The feature, coming in 2027, is part of a wide range of new web and mobile tools, announced at its annual Made on YouTube event.

The clip below demonstrates what the A/B testing will look like. YouTube will show a report with analytics on each cut and provide data on watch time share, highlighting the best-performing video. As outlined in the YouTube blog post, this expands on the existing A/B testing system for titles and thumbnails that launched in 2024. 

Thumbnails are also getting an upgrade: another addition lets creators generate thumbnails that match their channel's existing style or turn on dynamic thumbnails. YouTube will automatically test three variants and show each audience segment whichever one performs best. The feature will be available for new and existing content.

Several other tools aim to support creators at earlier stages of the process. New Insights and Research sections make it easier to review how past videos performed and spot standout content for inspiration. Also, a tool called Ask Studio, which will also be available on mobile, can analyze a video draft and return notes on pacing, structure, and storytelling, based on the analysis of the creator's past content and audience comments.

Have a look at the overview of the feature:

YouTube is also rolling out new live-streaming tools, alongside AI features that auto-tag products and expand its Amazon affiliate program to help creators earn more.

Earlier, YouTube partnered with NBCUniversal to bring Peacock content directly into YouTube Premium subscriptions.