There may be fewer YouTube ads on TVs, but they will be longer

Google has announced its intention to change the display of YouTube ads on TVs. The company wants to make them longer but less frequent.

According to the company, when watching long videos, viewers are more likely to perceive more ads at a time than if they are scattered throughout the entire runtime.

“Based on this preference, we evaluated fewer, longer ad breaks, to create a more seamless viewing experience on the big screen. In early testing of fewer, longer ad breaks on connected TVs, over half of YouTube CTV streamers experienced 29% longer viewing sessions before their next ad break.”

After testing, Google will start rolling out this practice to users around the world, and now there should be fewer ads on long videos on TVs.