//YouTube is experimenting with longer but less frequent ad breaks on TV

YouTube is experimenting with longer but less frequent ad breaks on TV

Illustration by Alex Castro / The Verge

YouTube is considering changing how and when it shows ads during videos on its main app on connected TVs. One of those changes is more infrequent but longer ad breaks that won’t interrupt what you’re watching as often.

Instead of showing short ads interspersed throughout a video, YouTube is trying out longer chunks of ads for non-Premium subscribers that appear in the middle of the content. It’s still not clear how long these new ad breaks will last, as Nicky Rettke, the head of YouTube’s ad products team, tells The Verge that there isn’t a set length.

“There are a lot of factors that go into deciding when to show an ad break… so it’s a bit dynamic,” Rettke says. “The overall change is that we’re going to continue to have those dynamic…

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