- What subscribing to a YouTube channel does
- How to subscribe on YouTube
- The YouTube bell: all, personalised or none
- Where your YouTube subscribed channels show up
- What subscribing on YouTube is not
- Is there a limit to how many YouTube channels you can subscribe to?
- How to unsubscribe from a YouTube channel
- Why YouTube creators keep asking you to subscribe
- Should your business channel care about subscribers?
- Frequently asked questions
Subscribe on YouTube means you follow a channel: its new videos show up in your feed, you get notifications (highlights by default) and YouTube suggests similar channels. It isn't a purchase and you can unsubscribe in seconds. The bell next to the button sets how many alerts you get.
If you've ever watched a creator say, "smash that Subscribe button", and wondered what you'd be signing up for, you're not alone. The word sounds heavier than it needs to. On YouTube, subscribing is a way of following a channel, and it does a small number of specific things. It doesn't buy you anything, it doesn't commit you to anything, and you can undo it in seconds. Here's what YouTube's help pages say it does, what the bell next to it changes, and what it doesn't do, which matters if you're a business owner deciding how much weight to put on your own numbers.
What subscribing to a YouTube channel does
According to YouTube's help article on subscribing to channels, three things happen when you subscribe:
- New videos from that channel appear in your feed of recent uploads from the channels you follow.
- You start getting notifications from the channel. By default, you get its highlights rather than everything.
- You'll see recommendations for related channels you haven't followed yet.
That's the whole list. Subscribing is a signal to YouTube that you like what a channel makes, and it gives you a convenient shortcut back to it. It doesn't guarantee you'll see every video, which is a point I'll come back to.
How to subscribe on YouTube
The help article walks through the Android app. Open the YouTube app and sign in, then do either of these:
- On the Home tab, tap the channel icon below a video, then tap Subscribe.
- While you're watching a video, tap Subscribe below the video.
On a computer the button sits in the same place, under the video next to the channel name, though the help page doesn't walk through the computer steps, so menus vary by version. You must be signed in. If you're not sure how to make an account for your business, see my guide to making a YouTube channel.
The YouTube bell: all, personalised or none
Right next to the Subscribe button you'll see a bell. YouTube's help on managing notifications explains the three options once you're subscribed:
| Bell setting | What you get | Good for |
|---|---|---|
| All | Alerts for long-form uploads and live streams, plus some personalised Shorts notifications | Channels you never want to miss |
| Personalized | Alerts for some uploads, Shorts and live streams that YouTube picks from signals like your watch history and how often you open notifications | Most channels |
| None | No notifications from that channel | Channels you like but don't want pinged about |
To change it, go to the channel or a watch page, click or tap the bell and pick an option. On Android, the bell changes to a ringing bell when all notifications are selected. Two details catch people out: if you unsubscribe and then resubscribe, your bell setting resets, and channels marked as made for kids send no notifications at all, which you can't change.
Where your YouTube subscribed channels show up
The help article says to open the app and tap the tab for the channels you follow, then tap All for a list of your channels, with a drop-down arrow to filter. A dot next to a channel name means it has something new, and the word Live means it's streaming right now. The Home tab also shows videos from channels you follow, mixed in with recommendations.
This feed isn't the same as your notifications. YouTube's help points out that notifications can also include activity updates, recommendations, comment replies and shares, and can arrive by email, on mobile or in your inbox.
What subscribing on YouTube is not
This is the part I wish more people understood.
- It isn't a purchase. Pressing Subscribe doesn't buy anything, and the help article on subscribing doesn't mention any charge. Channel memberships are a separate thing a creator can offer, with their own help pages.
- It isn't a promise of seeing every video. Highlights is the default notification level, and YouTube's recommendations decide a lot of what you're shown.
- It isn't invisible to the creator. Channel owners see how many people follow them, and I've explained the details in my guide to seeing your subscribers on YouTube, including why some stay hidden.
Is there a limit to how many YouTube channels you can subscribe to?
Yes. YouTube's help says you can subscribe to 75 channels per day, and the general maximum is 2,000 channels, which can rise as your account or channel grows. YouTube recommends keeping your total under 5,000 for the best feed experience. If you've found yourself subscribed to channels you didn't choose, the help suggests a browser extension may be responsible, so check the extensions you've installed.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
How to unsubscribe from a YouTube channel
It's the reverse of subscribing. Open a video from the channel, tap Subscribed under the player, then tap Unsubscribe. A message at the bottom of the screen confirms it. My step-by-step guide to unsubscribing from YouTube channels on any device covers computers and phones, and it's worth reading if you want to clear out a long list.
Why YouTube creators keep asking you to subscribe
From the creator's side, followers are people more likely to see new uploads and come back. That's why they ask so insistently. I've written about the reasons in why YouTube channels ask you to subscribe. As a viewer, you owe nobody a click. Subscribe when a channel is useful to you, and set the bell to match how much you want to hear from it.
Should your business channel care about subscribers?
They're a nice sign of interest, but I wouldn't build a plan around that one number. A smaller group who watch your videos and reply to your comments is worth more to a small business than a large, quiet one. Ask viewers to subscribe once, naturally, and spend the rest of your effort on videos worth watching.
Frequently asked questions
What does subscribe mean on YouTube?
It means you follow a channel. Its new videos appear in your feed of recent uploads, you get notifications (highlights by default) and YouTube recommends related channels.
Does subscribing to a YouTube channel charge you anything?
YouTube's help article on subscribing doesn't mention any charge. Pressing Subscribe doesn't buy anything, and channel memberships are a separate option.
What does the bell next to Subscribe do?
It sets your notifications for that channel: All, Personalized or None. Unsubscribing and resubscribing resets it.
How many channels can I subscribe to?
According to YouTube's help, 75 per day and 2,000 in general, which can rise as your account grows. It recommends staying under 5,000.
Will I see every video from channels I subscribe to?
Not necessarily. By default you get highlights, and you can choose All notifications with the bell.
How do I unsubscribe from a YouTube channel?
Open a video from the channel, tap Subscribed below the player, then tap Unsubscribe.
