YouTube introduces unskippable ads on TV

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By Webdesk


YouTube will soon introduce 30-second non-skippable ads in its TV viewing experience. The company’s best-performing videos will feature these ads, rather than seeing two consecutive 15-second ads.

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CEO Neal Mohan announced the update(opens in a new tab) on Brandcast 2023(opens in a new tab), saying “viewers are increasingly watching YouTube on the biggest screen in their homes.” In December 2022, 150 million viewers watched YouTube and YouTube TV on televisions in the US. That reports the company YouTube Select(opens in a new tab) – a platform for advertisers to get their content featured on YouTube – more than 70 percent of impressions land on the big screen.

YouTube also tests “pause experiences” on TV screens, so when a user pauses a video, an ad pops up. This feature is similar to what Hulu rolled out in 2019.

This push on advertising comes after a recent crackdown(opens in a new tab) on ad blockers, essentially encouraging users to pay for the ad-free YouTube Premium.





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