The online video service YouTube is moving ahead with an option that would give its viewers a chance to skip ads by paying a monthly fee.
YouTube also sent a letter to their most popular content creators asking them to sign off to new contract terms allow them for the ad-free subscription option.
With the subscription option, YouTube would begin to resemble something that's more like Netflix -- a place where consumers pay for access to content that can be streamed on-demand.
YouTube said in a statement that "giving fans more choice to enjoy the content they love and creators more opportunity to earn revenue are always among our top priorities."
The streaming video service owned by Google Inc. first offered pay channels in 2013. The company also launched paid subscription service called Music Key which offers ad-free music for some fee.
YouTube CEO Susan Wojcicki said that they're recently focusing on finding new revenue sources, indicating in October by adding an ad-free subscription option.