YouTube is experimenting with a new advertising strategy on smart TVs, Apple TV, and gaming consoles that involves fewer but longer ad breaks, aiming to create a viewing experience closer to traditional television.
Research indicates that viewers on these platforms prefer longer ad breaks over frequent interruptions.
This strategy seems inspired by UK television, which tends to have more extended ad breaks. The specifics of implementation and whether the total ad time per hour will increase remain unclear.
YouTube is attempting to enhance the connected TV (CTV) experience and align its platform with TV traditions to keep viewers engaged for longer durations.
