The most popular streaming network, YouTube, is starting a major redesign. The goal of this redesign, which is presently under construction, is to improve both the viewing and advertising experiences. As evidence of YouTube’s dedication to user-centric innovation, the platform’s choice to update its design is based on real-time feedback gathered from thousands of viewers across several markets.
Leading streaming platform
YouTube has led streaming view time on connected TV (CTV) for nine months in a row, according to a Kantar study and the Nielsen Gauge Report. This accomplishment is a credit to the platform’s broad content selection, which includes everything from music videos to NFL Sunday Ticket, free-to-stream movies and television programs, and a wealth of creator-driven material.
The platform’s popularity is not, however, just a result of the variety of its material. The way people watch YouTube has changed substantially, with more people spending longer watching on large displays. For instance, in the US, videos with a runtime of 21 minutes or more account for 65% of YouTube CTV watch time. This change in watching patterns has caused YouTube to reassess its design and advertising operations.
More creative advertising
YouTube is implementing fresh methods to advance its ad experience to create a more cutting-edge and beneficial streaming experience. In addition to shoppable advertisements on CTV and 30-second, non-skippable ads, the platform is also investigating pause experiences, send-to-phone functionality, and second-screen viewers. While guaranteeing a flawless viewing experience for users, these cutting-edge ad formats seek to give advertisers more efficient ways to reach their target demographic.
Fewer, longer ad breaks
Additionally, YouTube is researching additional solutions to reduce viewer disruptions. One such choice, based on viewer preference, is the addition of fewer, lengthier commercial breaks.
Additionally, the platform is testing an improved CTV ad experience that gives viewers more information about the duration of ad breaks. Research has shown that viewers prefer to know how much time is left in the ad break than how many advertisements are being shown, which is what has led to this adjustment.
Clarity on when content will resume
We’re looking for ways to provide viewers with more insight into the length of ad breaks as YouTube continues to expand its ad types.
According to data from YouTube, most viewers prefer to know how long the ad break will last rather than how many ads are being shown. Soon, they’ll start testing this new CTV ad experience by making it simpler for viewers to determine how long an ad break will last.
YouTube redesign
With over 700 million hours of YouTube content being watched every day on TV screens, YouTube is becoming more and more popular on linked TVs. Given its growing popularity, the platform has the potential to fundamentally alter how streaming functions on a large screen. The revamp of YouTube is a calculated move to accommodate shifting audience preferences and offer a more interesting and unobtrusive ad experience. YouTube is well-positioned to provide a superior experience for both users and marketers by focusing on real-time feedback and user preferences.
The platform anticipates extending these improvements to the large screen as it continues to experiment with these modifications, further strengthening its position as the top streaming platform. We will keep you updated as usual as soon as Alphabet and the YouTube team provide any additional information regarding when the new makeover will be accessible to both viewers and advertisers.
