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In the highly competitive landscape of streaming services, YouTube has maintained its position as the most-watched platform in the United States for almost a year, according to Nielsen. Recognizing the evolving preferences of viewers and the need for a seamless experience, YouTube is rolling out a significant update for connected TVs to enhance the streaming experience for its users and advertisers.
Users will see fewer, but longer ad breaks during long-form content on TV screens. Catering to the preference of 79% of viewers who favor grouped video ads, YouTube aims to create a more cohesive viewing experience. In early tests on connected TVs, over half of YouTube CTV streamers experienced a remarkable 29% longer viewing session before encountering the next ad break. This change is set to be implemented globally, ensuring users worldwide can enjoy extended content without frequent interruptions.
YouTube also focuses on users’ ad experience alongside the revenue from it
Moreover, YouTube is addressing viewer preferences regarding ad break information. Research indicates that a majority of viewers prefer knowing the total time remaining in an ad break rather than the number of ads remaining. In response, YouTube will now display the time left until the ad break ends, providing users with more transparency and control over their viewing experience.
In addition to optimizing ad breaks, YouTube has expanded its Shorts experience to connected TVs. Following a surge in viewership, with global views of YouTube Shorts on connected TVs growing by over 100% from January to September 2023, Shorts ads will now be available globally on CTVs. Advertisers can seamlessly incorporate Shorts ads into their campaigns, ensuring a consistent viewer experience across both mobile and TV screens.
This move from YouTube comes after its efforts to convince users to disable their ad blockers. It explains the platform’s focus on the user experience besides their revenue from ads. Users can expect longer but fewer interruptions in long-form content on their TVs soon.