The Mountain View Company experiments with a new method of selling advertising space. Google Movie users had to pay from $1.99 to $14.99 to watch premium videos, but for a selected group of movies this is no longer the case as they are being offered free of charge, but accompanied by advertisements. Users have free access to these video materials but have to deal with the presence of an advertiser banner for the duration of the video stream and with a commercial presentation that ends the show.

There are speculations that the pilot program was considered necessary as a consequence of the low number of users that were streaming paid video compared to those that limited themselves to viewing the free content. This way the online giant moves closer and closer to television practices denoting a high amount of pressure to create audience to those that advertise using its web services.

"By placing these user-initiated ads at the end of the videos...we are able to offer select premium content free of charge to all users," Google said. "This is currently a limited test only, with a small number of advertisers and publishers (video content providers) participating. User-generated video content will continue to be free of charge and ad-free."