YouTube has announced that it will reduce the number of advertising seen on television; but, ad breaks will be significantly longer. Google said the adjustments are being made to create “a better streaming experience.”
According to Google’s presentation, the option to skip the ad, which presently shows after 5-10 seconds, could now take up to a minute to appear. However, after watching a longer ad, fewer TV ads will be seen throughout the film. The YouTube app will also notify users that fewer advertisements will appear in the remaining videos.
According to YouTube, these adjustments were made in response to a study of viewers who indicated a preference for commercials to be grouped rather than scattered throughout the movie. In September, YouTube began testing the new function. The platform stated in this regard,
“We evaluated fewer, longer ad breaks based on this preference to create a more seamless viewing experience on the big screen.” Over half of YouTube CTV streamers reported 29% longer viewing sessions before their next ad break in early testing of fewer, longer ad breaks on linked TVs.”
YouTube Announces New Changes for its TV Ads
Aside from the new adjustments, YouTube is tightening down on web-based ad blockers. Still, getting rid of these ad blockers is proving difficult for the platform.