YouTube has made the 30-second non-skippable ad format available to all advertisers. Previously accessible only to a limited number of advertisers, this long format is now available to a wider audience via Google Ads. With the change, users have started to see these ads more frequently.

YouTube will adopt the longer ad format

The new ad format only comes into play when watching on TV. Users who access YouTube via smart TVs, game consoles, Chromecast and similar devices will now see non-skippable ads that range from 16 to 30 seconds.

This new application comes alongside the 6-second bumper ads and 15-second non-skippable ads that are currently used. Thus, the ad duration will almost double. This change shows that YouTube is opening up more space for advertising in its revenue model.

While Alphabet, which YouTube is a parent of, has seen an increase in ad revenues in recent quarters, the platform continues to strengthen its Premium subscription model. The impact of the new application on viewer behavior may also be directly reflected in Premium subscription numbers.

In terms of user experience, it is predicted that the new ad format may receive negative feedback. Especially for users watching on a television screen, the inability to skip ads may directly affect content consumption habits. It is said that this situation may increase interest in YouTube’s Premium subscription model.

In parallel with this change, the platform is working on a subscription model similar to Spotify. This new system, which has not yet been officially announced, will allow two people to receive service from the same Premium account at a lower price.

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