YouTube’s platform advertising approach encompasses various forms, including sponsored video recommendations and ad segments before and during videos. While these ads enable most of the content to remain free, they can sometimes be bothersome, mainly when double-stacked segments exist. Nonetheless, skipping ads after a few seconds has been a saving grace. Regrettably, the countdown timer for the Skip option is vanishing.
YouTube’s insistence on displaying ads has taken on less favorable forms, such as unskippable segments, and more recent tactics, like showing ads while pausing content. These efforts align with the company’s crackdown on ad-blocking extensions and app spoofs. For many users, waiting briefly and skipping the ad is manageable, especially with the countdown timer indicating when the Skip button will appear.
However, a recent development has caught the attention of desktop users, as they noticed a gray rectangle covering the Skip button without the familiar countdown timer. Initially thought to be a limited test, it is now rolling out more widely.
My colleague observed similar behavior on the YouTube app for Android. The key distinction from the desktop experience was the absence of a blocking rectangle, with the timer also missing.
This change may have some potential benefits.
This shift is a deliberate attempt to give the impression that an ad is unskippable, as the Skip button is not initially visible. However, the button’s sudden appearance in its designated corner will likely grab users’ attention immediately. Furthermore, YouTube has not altered the playback seek bar for ad segments, which continues to show the duration of the unskippable segment.
Importantly, this small yet significant change could become standard YouTube behavior in the future if it isn’t already. There have been no official announcements about such plans, so it may still be part of an extensive test.
FAQS
Why are YouTube ads becoming more intrusive?
YouTube is testing new ad formats, including unskippable segments, to increase revenue while keeping content free.
What if I can’t see the Skip button during ads?
A grey rectangle may obscure the Skip button as part of a test. It will eventually appear, but it may seem unskippable at first.
Are these changes permanent?
YouTube has not confirmed if these changes are permanent. They may still be part of a broader testing phase.
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