YouTube is testing fewer, longer ad breaks on its TV apps
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YouTube is testing longer but fewer ad breaks on smart TVs and connected devices like Apple TV.
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The goal is to minimize disruption and align ad formats with how people watch YouTube on each platform.
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YouTube cites research showing 79% of viewers prefer ads be bunched together rather than spread out.
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YouTube may show the total ad break length rather than time remaining for each ad.
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YouTube has been experimenting with ad formats for connected TVs, like unskippable 30-second ads.