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YouTube has announced a forthcoming change that will go into effect on May 12. YouTube says it's "improving the quality" of mid-roll ads, which can appear anywhere in the middle of a video, rather than prior to it starting or following the video's completion. YouTube says that it will begin showing more mid-roll ads at "natural break points" where YouTube believes that viewers will be less bothered by them. The wording indicates that ads may have appeared in the middle of sentences or scenes that would interrupt flow and potentially lead viewers to stop watching a video entirely out of frustration, which could have a significant impact on YouTube subscribers and viewers.
YouTube also notes that it will show "fewer ads" in places like mid-sentence or the middle of an action sequence. YouTube is also rolling out tools for video creators to help them determine when mid-roll ads are placed at problematic points that could be turning viewers away from their uploads. Older videos uploaded prior to February 24, 2025 that contain manually-set mid-roll ads will be updated to include "additional automatic ad-slots at natural break points." YouTube content creators who use automatic mid-roll ads won't need to make any changes, but users who set up manual mid-roll ads will want to check into YouTube Studio to see how best to utilize them going forward.
YouTube also notes that it will show "fewer ads" in places like mid-sentence or the middle of an action sequence. YouTube is also rolling out tools for video creators to help them determine when mid-roll ads are placed at problematic points that could be turning viewers away from their uploads. Older videos uploaded prior to February 24, 2025 that contain manually-set mid-roll ads will be updated to include "additional automatic ad-slots at natural break points." YouTube content creators who use automatic mid-roll ads won't need to make any changes, but users who set up manual mid-roll ads will want to check into YouTube Studio to see how best to utilize them going forward.
