YouTube will show fewer ads on your TV, but don’t worry too much

YouTube I decided that advertising on television appears less frequently. But don’t get excited: in return you’ll have to watch a longer ad. The trial began last September and is now in full swing.

The company said in a statement that this new format was designed to provide a better viewing experience for long videos.. So, instead of several short commercials interrupting what you’re seeing, it offers only a few long pauses, similar to what happens during traditional television programs.

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 until the end of the commercial break or when you can skip it. Until now, YouTube has shown the number of ads you’ll see in the top left corner, as well as a countdown for each individual ad.

YouTube found that most users prefer to know the total pause time rather than the number of ads. According to a survey conducted in August 2022, 79% of viewers prefer integrated video advertising, rather than being distributed throughout the video. “Viewers expect different ad experiences depending on the content they watch,” he said in a statement in September.

In addition to changing the frequency and duration of advertising, YouTube will also show ads between short films on TVs.. The company launched this format, similar to TikTok, more than a year ago. From January to September this year, viewing of short videos on connected TVs worldwide increased by more than 100%.

Both on mobile devices and on the website, advertisements can be skipped using a remote control. The company said the changes will begin to appear in the coming days.

YouTube on TV is a key platform for generating 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 the company. It is the most-watched streaming service in the United States, according to Nielsen. Next come Netflix and Prime Video.

In 2023, YouTube has made advertising its goal. For example, the company added 30-second non-skippable ads to its TV app. And he has made every effort to combat ad blockers.

At the end of October, the platform began disabling the video player for those who used an ad blocker. A deterrent designed to encourage users to allow advertising or try YouTube Premium. Previously, the platform tested warnings in some countries and implemented a three-pronged policy. strikes before the player is blocked.

YouTube then chose deliberately delay loading time in user sessions that used these extensions to skip ads. Google stressed that blockers violate its terms of service. And he has insisted again and again that these measures are aimed at supporting and protecting the creator ecosystem.