For avid YouTube users, the platform’s abundance of ads during video playback, especially on smart TVs, can sometimes be more than a minor annoyance. YouTube appears to be listening to its viewers and is testing a new approach to ad delivery that could provide a more seamless watching experience, albeit with longer ad breaks.
Less Frequent, Longer Ads
YouTube is recognizing that how we watch content is evolving. With more viewers enjoying longer videos on their smart TVs, the current frequency of ad interruptions might not align with the viewing experience. In response, YouTube is experimenting with reducing the number of ads shown but extending their duration.
For many viewers of long-form content on TV screens, having ads scattered throughout a video can be disruptive. Google’s research reveals that 79% of viewers prefer ads that are grouped together rather than spread out in smaller interruptions. To cater to this preference, YouTube is exploring options to provide fewer but longer ad breaks, creating a more seamless viewing experience on larger screens.
Improved Transparency
In addition to fewer, longer ad breaks, YouTube is considering enhancing the transparency of its ad experience. This may include providing viewers with better information about the duration of ad breaks, allowing users to prepare for more extended interruptions.
While these changes are currently experimental, YouTube tends to introduce them if they prove successful and enhance the viewer experience. So, if you’re a regular YouTube viewer on a smart TV, you can look forward to a potentially improved ad experience in the near future. However, if longer ad breaks are not your preference, YouTube Premium remains an ad-free alternative worth considering.
YouTube’s efforts to strike a balance between ads and content are in response to evolving viewer habits. As the platform continues to lead in streaming watch time on connected TVs, it aims to provide an experience that aligns better with the expectations of its audience.
