Google Wants to Show “Fewer, Longer Ad Breaks” on its YouTube Apps on TV

Google is planning to revamp the ad experience on its YouTube app for TVs, and viewers may soon experience fewer interruptions. In return, though, users will see longer ad breaks, bringing the YouTube experience on TV a bit closer to how traditional TV works.

Last year, Google introduced new ad formats for its YouTube apps on TVs, including non-skippable 30-second ads and shoppable ads. Citing a Qualtrics survey of 312 adults in the US in August 2022, Google is now arguing that people watching YouTube videos on the big screen expect a “different ad experience.”

“When it comes to long-form content on TV screens, 79% of viewers would prefer video ads that are grouped together instead of distributed throughout a video,” explained Romana Pawar, Director of product Management, YouTube Ads. “Based on this preference, we are evaluating new options that minimize average interruptions for viewers, such as fewer, longer ad breaks, to create a more seamless viewing experience on the big screen.”

In addition to longer ad breaks, Google will start soon testing other changes to the ad experience. Citing another Qualtrics survey, the YouTube Ads exec said that “a majority of viewers prefer knowing the total time remaining in the ad break versus the number of ads being served.” As a result, YouTube users will soon see a new timer showing how much time an ad break will last on their TV.

Of course, you can still enjoy an ad-free experience on YouTube by subscribing to YouTube Premium. However, that service just saw its price increase from $11.99 to $13.99/month in the US. Google said the price hike was necessary “to continue delivering great service and features.”