YouTube will change its policy of adding ads in the middle of videos at the end of the month. A way for the giant to counteract the significant drop in advertising revenues since the start of the covid crisis.
The YouTube Premium subscription, which allows, among other things, to delete ads on the free service, will gain in interest. Indeed, Google has announced that the number of YouTube ads will increase enormously from the end of July.
Automatic ads for 8-minute videos
Until now, videos longer than 10 minutes on YouTube have included mid-roll ads. This is one of the reasons why the 10-minute format is so popular with some videographers, and why it increases the revenue generated by publications. In an email sent to content creators, YouTube warns that it will lower this criterion to all videos of 8 minutes or more.
Currently, only videos longer than 10 minutes are eligible for mid-roll video ads. As of the end of July, all videos longer than eight minutes will be eligible for mid-roll video ads. As part of this change, mid-roll video ads will be enabled for all eligible videos (newly posted and previously published), including those for which you previously disabled them.
Without any action from the videographer concerned, this change will therefore be made automatically as of July 27th and for all eligible videos already published on the site. The service specifies that even videos where ads had been manually deactivated will be reactivated during this transition.
Google offers a temporary setting in the YouTube Studio options to unsubscribe from this change. YouTube specifies that in this case, it will be up to the channel to activate one by one the mid-roll ads on existing content.
The impact of the covid on advertising revenues
The economic crisis combined with the international health crisis has led to a significant drop in advertising revenues.
Google's change of policy on adding ads to videos on YouTube seems to be a direct consequence of this crisis for the giant, which derives a substantial part of its revenues from advertising. This change in policy should undoubtedly also generate new subscriptions to YouTube Premium. A win-win situation for Google.