Youtube has decided that advertising on televisions appears less frequently. But don’t get excited: in return, you will have to watch longer ads. The trial began last September and is now being rolled out widely.
The company said in a statement that this new format was intended to provide a better viewing experience for long videos. Thus, instead of introducing several short ads interrupting what you see, it proposes only a few long pauses, similar to what happens during traditional television programming.
You will now see an updated countdown timer in the bottom right corner of the screen. The counter will show you how much time is left in the entire ad break or when you can skip it. Until now, YouTube showed how many ads you would see in the top left corner, along with the countdown for each individual ad.
Most users, YouTube found, prefer to know the total pause time compared to the number of ads. According to a survey conducted in August 2022, 79% of viewers prefer bundled video ads, rather than distributed throughout a video. “Viewers expect a different advertising experience depending on the content they are watching,” he said in a statement in September.
In addition to the change in the frequency and duration of advertisements, YouTube will also show advertising between Shorts on televisions. The company launched this format, similar to those of TikTok, more than a year ago. Globally, Shorts viewing on connected TVs has increased more than 100% from January to September of this year.
As on mobile devices and the website, ads can be skipped using your remote control. The company said the changes will begin to be reflected in the coming days.
YouTube on TV, a key platform for advertising revenue
The app on TVs is a huge advertising platform for the company. People watch more than 700 million hours of YouTube content on these screens every day, according to data shared by the company. It is the most watched streaming service in the United States, according to Nielsen. Netflix and Prime Video follow.
YouTube has made ads its point of honor in 2023. The company added 30-second, non-skippable ads to its TV app, for example. And he did his best in his fight against ad blockers.
The platform began disabling the video player at the end of October for those who used an ad blocker. A dissuasive action to encourage users to allow advertising or try YouTube Premium. Previously, the platform tested warnings in some countries and applied a three-way policy. strikes prior to blocking the player.