YouTube is a very popular platform and this is particularly the case with its teen viewers, who access the video sharing platform the most compared to other generational viewers however they are complaining of too many ads running on the platform.
More than four in 10 teen YouTube users ages 12 to 17 say there are too many ads on the platform, according to a January 2017 survey from Forrester Research. eMarketer projects that 23.2 million 12- to 17-year-olds will watch digital video monthly this year. Social media platforms Snapchat and Instagram were tied as the two platforms teens were least likely to feel had too many ads. Just over one in 10 teen users of each platform complained about excessive ads.
However, the heavy ad load has not prevented the teens from using YouTube. The study also found that 77% of teens use it daily, compared with 55% who use Facebook, the second most popular social network among the demographic. The Teens are more willing to put up with ads on YouTube, along with other services like Facebook, which 26% of users said had too many ads.
It was also noted that they type of ad influenced the teens view on how plentiful the ads might have been.
“Teens might think there are too many ads on YouTube because YouTube ads are pre-roll or sometimes mid-roll video ads that users have to either watch, or click to skip after a few seconds,” said Debra Aho Williamson, principal analyst at eMarketer.
“They may be more likely to skim right by ads that appear on Facebook or other social platforms, as the ads are native to the service,” she said.
A recent study by IPG Media Lab and YuMe found that pre-roll ads — a format commonly found on YouTube — were considered the least interruptive video format by US internet users overall. The study also found that less than one-fifth (17%) of viewers thought skippable pre-roll ads were interruptive after viewing 15-second ads on both mobile phones and desktop.