Earlier this year, YouTube rolled out 30-second unskippable ads across Smart TVs globally. This coincided with a rise in the number of people using the app on TV. Indeed, earlier this year, TV became the primary viewing medium for the video-sharing platform in the UK; it then overtook Netflix in average daily viewing and is the second most-watched media service.
The format switch-up put YouTube ads more in line with traditional TV ads, as well as other streaming sites. However, the introduction of the extended ads was not well-received by users at the time, and now, new research from consumer insights platform Attest questions their effectiveness altogether.
