YouTube is bringing 30-second unskippable ads to TVs2023-05-18 17:29 by Daniela
Tags: YouTube, TV
Watching YouTube on your TV is about to get more frustrating if you're not paying to avoid ads. As announced at the YouTube Brandcast event on Wednesday, YouTube will soon add 30-second unskippable ads to top-performing content watched on connected TVs.
"More and more, viewers are tuning into YouTube on the biggest screen in their home," said YouTube CEO Neal Mohan at the event, as quoted by Variety. "Viewers - especially younger viewers - no longer make a distinction between the kind of content they're watching. When they turn on the TV, they want everything they love in one place - from their favorite creators to blockbuster movies to football. And they can find it all on YouTube."
YouTube also announced that it will start testing ads that appear when the viewer pauses a video on a connected TV. It's similar to the pause ad feature rolled out by Hulu a few years back, and has been dubbed "pause experiences" by YouTube. Judging by the example image published by AdWeek, YouTube's pause ads will appear as a banner around the video and can be removed by selecting the "dismiss" button.
The updates to the ad experience come on the heels of a Nielsen report that found YouTube (excluding YouTube TV) was the only streaming service in the U.S. that was growing its viewing time, as others like Netflix, Disney+, HBO Max, Prime Video, Peacock and Hulu either declined or stayed flat. YouTube viewing was up 1.5% from March 27-April 30, 2023, or an increase of 0.3 share points, the report found.
It's still unclear when either of these changes - 30-second unskippable ads and pause ads - will be rolling out.
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