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YouTube is starting to test even 90-second ads that cannot be skipped for users watching content on televisions, and it looks like this is just the beginning of bigger changes. Until now, shorter ads, around 30 seconds long, were the standard, but now some users are encountering significantly 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 materials.
YouTube wants to attract advertisers from television and is turning the platform into something closer to classic TV
The changes are not random; Google is clearly trying to transform YouTube into a platform more attractive to large advertisers known from television. Longer, non-skippable ads are the 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 starting to seek alternatives or consider switching to paid options.
The growing number of ads may push users towards subscriptions or alternative solutions
New ads are appearing at a time when YouTube has already intensified 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 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 blocks are a sign that the platform is becoming more similar to traditional television, and not everyone will like it.
source: 9to5google
