YouTube ads have brought frustrating changes for users in recent years, and it looks like more changes are on the way. The new change YouTube is working on concerns ads shown on mobile.

YouTube will now start hiding the countdown timer and ‘Skip’ option during ad serving in the mobile app. Google will encourage YouTube Premium subscriptions making the free YouTube experience increasingly attractive brings.

Ad skip timer and ‘Skip’ option are gone

With this new change in ad serving style coming to the mobile application, it will be more difficult for viewers to focus when they can skip ads and the audience’s attention is drawn to the advertisement.

Previously, when an ad started, the time remaining to skip the ad would be written at the bottom right, and when that time had passed, the ad could be skipped by clicking ‘Skip’. With the new change, the time limit has been removed and it is not possible to know when the “Skip” option will appear on the screen.

Naturally, users can predict when the ad can be skipped thanks to the yellow bar below the video, but since there is no clear information. The viewers’ attention will be immediately focused on the advertisement. This new ad delivery style is still in testing and will not be available to all users. It is not yet clear whether Google will implement this feature for all users.

So what do you think of the new change? You can share your thoughts with us in the comments below.