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YouTube is starting to test even 90-second unskippable ads for users watching content on televisions, and it seems that this is just the beginning of bigger changes. Until now, the standard was shorter ads, around 30 seconds, but now some users are encountering much longer blocks that can only be skipped after this time has elapsed. Interestingly, the length of the video does not 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 traditional TV
The changes are not coincidental; Google is clearly attempting to reshape YouTube into a platform 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 this, as evidenced by the negative reactions many are beginning to look for alternatives or consider switching to paid options.
The rising number of ads may push users towards subscriptions or alternative solutions
New ads are appearing at a time when YouTube has already intensified its battle 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 increased pressure to subscribe. If the tests persist, watching YouTube on TV may increasingly resemble traditional television with long advertising breaks and less user control.
YouTube is clearly changing direction. More adverts and longer breaks are a sign that the platform is increasingly resembling traditional television, and not everyone will appreciate it.
source: 9to5google
