The Google-owned website is giving users the choice to skip marketing videos and only charging advertising partners when their content is viewed, The New York Times reports.
The system YouTube has adopted is called TrueView, a means of delivering ad content optimised for small screens geared towards users who are on the go.
"TrueView is really well-tuned towards small screens and the on-the-go user," said Google marketing executive Jason Spero.
On the full version of YouTube, users have the opportunity to skip 65% of adverts, but statistics cited by the company suggest that between 15% and 45% choose to watch specific ads when given the chance to opt out.
"It's a much better user experience where the user actually feels in control of their advertising in the same way they feel in control of their content," said Phil Farhi, group product manager for monetisation at YouTube.
"Content creators are capable of earning more money in a more user-friendly format."
YouTube will now conduct research to assess how its user base is responding to the TrueView adverts.