YouTube is flexing its muscles again when it comes to ad content on the platform.
In an announcement on the company blog yesterday, YouTube announced some changes to the manner in which its ads are presented, while simultaneously taking away some of the controls content providers have regarding ads on their work.
YouTube couched these changes under the banner of listening to user feedback, where complaints about ad interruptions continued to grow since a major overhaul last year.
User surveys overwhelmingly voted for fewer interruptions for non-premium subscribers, and YouTube responded by looking at fewer but longer ad breaks for longer form content.
The company offered no insight into how long these new breaks would last.
YouTube also announced it was removing controls for content providers starting in November who will no longer be able to select pre-roll, post-roll, skippable, or non-skippable formats of ads.
Content providers will only be able to select if the ad will run before or after their content, with YouTube selecting the appropriate format of the ad.
All of these changes seek to optimize revenue and provide consistency for the viewers.
It is also likely that advertisers are continuing to push the platform to offer fewer options for users to skip these ads.
YouTube has 2.7 billion active users, with 80 million subscribed to their Premium service.
This viewership has delivered over $14 billion in ad revenue so far in 2023, making it the dominant player in free streaming services.