YouTube Testing Longer, Unskippable Ads to Reduce Interruptions
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YouTube is testing showing longer, unskippable video ads during breaks rather than lots of short interruptions.
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The goal is to create a more seamless viewing experience, though it may frustrate some users.
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YouTube said 79% of viewers prefer fewer, longer ad breaks.
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The platform will add more visible ad countdowns and indicators of when ads can be skipped.
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These changes likely aim to boost YouTube's premium subscription revenue as ad revenue has been down.