Romana Pawar, Director of Product Management for YouTube Ads, announced significant changes aimed at improving the viewing experience on TV apps.
The popular video-sharing platform is addressing the common gripe of ad interruptions by reducing their frequency and increasing their duration.
The goal is to create a more seamless experience for users watching YouTube on platforms like Roku, Google TV, and other smart TVs.
Pawar revealed that research findings influenced this decision, with 79% of viewers expressing a preference for grouped video ads during long-form content on television screens.
This shift aligns YouTube’s approach with the more traditional commercial break model, where longer but less frequent ads are shown. Users will now be able to see the remaining time until the ad break concludes or when they can skip to the content, providing a user-friendly touch to the viewing experience.
These changes are specifically targeted at users streaming YouTube from TV apps. According to reports, individuals streaming on their televisions experienced nearly 30% longer viewing sessions before encountering the next ad break.
YouTube had previously demonstrated these adjustments, and they are now set to be rolled out globally, promising a more streamlined viewing experience for users around the world.
However, it’s essential to note that while users might enjoy reduced interruptions on TV, YouTube is introducing ads to another popular feature—Shorts.
With YouTube Shorts‘ views skyrocketing by over 100% from January to September 2023, the platform is now allowing ads to be played on Shorts when streamed through smart TVs.
This move aims to help brands reach their target audiences, providing advertisers with an opportunity to engage with viewers through Shorts on larger screens.
For users seeking an ad-free experience, YouTube Premium remains a viable option. Priced at $14 per month, YouTube Premium offers an array of benefits, including an ad-free video experience, in-app games, AI content, and more.
Pawar assured users that these changes would be implemented “soon,” signaling a timely shift in the YouTube viewing landscape.
As the platform adapts to user preferences and explores new avenues for advertising, these updates indicate YouTube’s commitment to enhancing user experience while balancing the needs of both viewers and advertisers.
