YouTube Focuses on Streaming Experience: Longer Ad Durations but Fewer Interruptions

If you love watching YouTube on your big TV, there's some good and some not-so-good news for you. The not-so-good news is that YouTube is planning to show longer ads, which might not be what you want. But here's the silver lining – you'll get fewer interruptions because they won't show as many ads. In a quick announcement, YouTube's Director of Product Management for Ads, Romana Pawar, said they want to make your streaming experience better by having fewer breaks for ads. That means you won't have to deal with ads at the start, middle, and end of your videos. But when you do get an ad, it will be longer than before. YouTube explained that 79% of viewers prefer ads to be grouped instead of scattered throughout a video. So, they are now introducing fewer but longer ads worldwide. This change was tested earlier in the year and is now being applied to all TVs. You'll notice a longer countdown timer during ad breaks, but the good part is you won't see it as often. And yes, you can still skip ads, but it will take a bit longer than the usual 5-10 seconds. Just to be clear, this applies to the YouTube app on smart TVs, Roku streaming devices, Google TV, and similar devices – not on your smartphone. Also Read: Why YouTube Keeps Pausing Videos (and How to Fix It)? I'm okay with this change because it means less interruption when I'm watching longer videos on YouTube. However, the announcement also mentioned that ads are expanding to YouTube Shorts on TV. So, if you enjoy watching Shorts on your TV, you'll now see ads that you can skip between them. Ads are not everyone's favourite, and some people use ad blockers, but Google is trying to stop that. If you want an ad-free YouTube experience, you might consider subscribing to YouTube Premium. While ad blockers have been a popular choice among users seeking an uninterrupted online experience, Google has actively taken measures to counteract their usage. The introduction and promotion of YouTube Premium serve as Google's response to the prevalence of ad blockers. By subscribing to YouTube Premium, users gain access to an ad-free YouTube environment, allowing them to enjoy content seamlessly without the disruption of ads. This subscription-based model not only provides users with an alternative but also supports content creators through a sustainable revenue stream. As the landscape of online content consumption continues to evolve, the choice between enduring ads, utilizing ad blockers, or opting for premium subscriptions becomes a personal decision that shapes the future of online platforms like YouTube.