YouTube has made a subtle change to the user interface that makes it harder to find the skip button while ads play, affecting both desktop and mobile users.
The countdown that used to indicate when you could skip an ad has been replaced by a yellow line that varies in speed according to the ad length.
There are indications that YouTube is conducting A/B tests on these new ad formats to potentially increase user engagement and ad revenue.
In 2023, YouTube's global ad revenue reached $31.51 billion, reflecting a need for continual adaptation in ad strategies to maximize earnings.
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