YouTube TV masthead adsGoogle

Update, September 19, 2019 (12:57 PM ET): The original article said the new masthead ads were for YouTube TV, when the ads are actually coming to the standard YouTube app for TVs. We regret the error and have updated the article to reflect this.

Do you watch YouTube on your TV? Do you love obtrusive ads? Well, hopefully, you said yes to both of those, because the YouTube app for TV is about to feature a giant ad across the top of the front page.

YouTube calls this the YouTube masthead, and it currently exists on the standard YouTube website. The Verge reports that the masthead is considered a prime advertisement slot, and companies are willing to pay big bucks to showcase their advertisements there.

This is especially true since the daily watch time for YouTube is about 250 million hours. On top of that, Google claims that people remember ads on the YouTube app more than ads on traditional TV, and the masthead ads will autoplay for viewers after a few seconds on certain devices. That means these ads probably aren’t going anywhere anytime soon.

Read also: Verizon partners with YouTube TV, a move T-Mobile should have made

YouTube is also making another change to the service, though admittedly a slightly less annoying one. Soon, users will no longer be able to use to access the service’s TV-centric UI. Subscribers will need to use one of the dedicated YouTube apps to continue watching.

If you use the YouTube app on your TV, you should see the new masthead pop-up any time now.

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