YouTube is putting its threat into action: the ad tunnels broadcast by the platform on connected TVs will soon be longer all over the world. In exchange, there will be fewer advertising breaks.
We don't watch TV like we look at our smartphone. In front of the TV station, viewers are more likely to be passive and probably less likely to get annoyed by ads that go on for too long. YouTube has understood this well and is differentiating the way advertisements are broadcast on connected TVs. In recent months, the video platform has experienced fewer but also longer cuts.
Shorts also targeted by advertising
More than half of YouTube viewers experienced 29% longer viewing sessions before the next commercial break. An experiment which will extend to the whole world to “ some long formats », without further details. YouTube adds that a majority of users prefer to know the time remaining before the end of the cut, rather than the number of advertisements. This is why the service will display a counter counting the seconds before being able to play the ad. All this was announced at the beginning of September.
Play YouTube on TV: fewer commercial interruptions, but more spots at once
From long formats, let's move on to very short formats, Shorts. A little over a year ago, YouTube began broadcasting Shorts on TV; now that it's a success, it's time to make it profitable: advertisers will be able to broadcast ads between two short videos on connected televisions. Viewers will be able to move from one ad to another with a flick of the remote control, as they do with Shorts.
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