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YouTube is starting to test even 90-second ads with no option to skip for users watching content on televisions, and it seems this is just the beginning of bigger changes. Up until now, the standard has been shorter, around 30-second ads, but now some users are encountering significantly longer blocks that can only be skipped after this time has passed. Interestingly, the length of the video doesn't matter; ads appear with both shorter and longer content.
YouTube wants to attract advertisers from television and is transforming the platform into something more akin to classic TV
The changes are not coincidental; Google is clearly trying to turn YouTube into a platform that is more appealing to large advertisers familiar with television. Longer, non-skippable ads are standard in traditional TV, so transferring this model to YouTube makes business sense. The problem is that users are much less accustomed to it, as evidenced by the negative reactions, with many beginning to seek alternatives or considering moving to paid options.
The rising number of ads could push users towards subscriptions or alternative solutions
New ads are appearing at a time when YouTube has already tightened its fight against ad blockers and is promoting its paid options like Premium or the cheaper Premium Lite. This creates a clear trend: more ads for free users and greater pressure to switch to a subscription. If the tests continue, watching YouTube on TV may increasingly resemble traditional television with long ad breaks and less user control.
YouTube is clearly changing direction. More ads and longer breaks are a sign that the platform is increasingly resembling traditional television, and not everyone will like it.
source: 9to5google
