YouTube has been testing a major change to the way it presents ads during videos, partly in response to the trend of users getting increasingly comfortable watching longer videos. Through its internal research, YouTube explains in a new company blog post, it’s learned that interrupting viewers less often with ads correlates to better user metrics. Which is why the video streaming service has begun a test that shows viewers two skippable ads back-to-back at the beginning of a video.
“Why does this solution make sense?” YouTube wrote in its blog post. “Because when users see two ads in a break, they’re less likely to be interrupted by ads later.
