YouTube is testing a new feature that allows hyperlinks in the comments section. When clicked, these links will direct viewers to a YouTube search results page while still playing the video they were watching. This new feature aims to improve engagement between brands, creators, and viewers without interrupting their streaming experience. However, some marketers are concerned that this could lead viewers to rival brands and competitor videos. The pilot will be rolled out over the next few weeks and viewers can opt out if they prefer their comments not to be hyperlinked. In addition to this feature, YouTube has also announced visibility on tablets, reminders for live streams and premieres, and improved channel membership management.

source: YouTube Search from Comments: New test adds links to keywords