YouTube, the famous video-streaming platform, has cemented itself in pop culture like pretty much nothing else.
And here, as a platform where anyone can access and enjoy for 'free,' does come with some experience not everyone loves. And that experience is how the Google-own platform forces viewers to view ads.
But fortunately, YouTube has been kind, and has long provided the iconic 'skip' button, so viewers can skip ads when they can.
The idea is providing a balance between giving advertisers exposure and keeping users engaged without too much disruption.
However, the platform’s approach to ads has been evolving, and users have noticed changes.
After its controversial attempt to force ads down viewers' throat with unskippable ads that may show up from time to time, this time, YouTube starts making ads even more prominent.
And people hate that.
Read: How YouTube Angered So Many Users By Showing 5 To 10 Unskippable Ads
For instance, YouTube has seemingly removed the skip button on some ads.
Users first saw this when YouTube seemingly replaced the countdown timer with a progress bar, and putting a black rectangle on top of the place when it usually placed the skip button.
With so many users complaining, YouTube made a statement to clarify what it did.
"Viewers on the mobile and desktop experience may see the countdown timer now appear as a progress bar at the bottom of the screen. YouTube has been rolling out yearly updates that offer a more modern and immersive viewing experience while also improving how users watch videos. In alignment with these updates, across the platform, the ads experience is also evolving."
In other words, what YouTube did, is only changing some elements of how ads are displayed.
Even though YouTube claimed that the skip button remains intact, YouTube has been increasing ad visibility across the platform.
Ads can appear on the pause screen, and now it seems that the company is focusing more in making unskippable ads 'less skippable.'
Not to mention, YouTube has been cracking down on the use of ad blockers.
The intent behind these changes is clear: to frustrate viewers just enough that they consider subscribing to YouTube Premium.
Google understands that YouTube lacks a direct competitor and has cemented itself as the go-to platform for vloggers, influencers, and content creators who rely on it for their income.
Here, public perception varies, but many feel that the platform is gradually shifting its focus towards monetization,
For some, this creates tension between the desire for free content and the rising prominence of ads in their viewing sessions.
Read: A Fight To Push Ads: YouTube Is Slowing Down Load Times To Users Who Use Ad Blockers<