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The figure can vary, though, depending on how many mid-roll ads a video contains and how many viewers sit through those interstitials.
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The addition of mid-roll ads typically increases a video’s revenue by about 50%, said a third publisher.
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As YouTube cracked down on brand safety following an advertiser outcry in 2017 after ads were found running against extremist videos, video makers saw increased instances of videos going unmonetized, and inserting multiple mid-roll ads in a video provided a means of offsetting the lost revenue. Publishers and individual video creators have prolonged their YouTube videos’ lengths over the past few years, in part, to prop up their revenue. Then there’s the potential for publishers to make more money from these shorter videos because of the additional ads they will be able to carry. In an economic downturn, any chance to cut costs can be a boon. “It should lower our cost per video slightly because we don’t have to put quite as much into it,” said a second publisher. Short as two minutes may seem, meeting the 10-minute minimum can push publishers to produce an additional segment in a video, which can necessitate hiring more talent. Lowering the length requirement “will inherently enhance the quality of videos leveraging mid-rolls because you’re not stretching out for that duration.”
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“You can tell when a video is stretched to be eligible,” said the publisher. Since the timeline in YouTube’s video player displays when a mid-roll ad will play, viewers may see a mid-roll ad is slotted near the end of the video, expect that the content after the ad will be filler and opt to stop watching before the ad plays, preempting the revenue that would have resulted for the video maker and for YouTube. That can compromise the quality of videos and annoy viewers who sit through the interstitial ads only to be rewarded with filler content. The change may be an attempt by YouTube to remove the incentive for publishers and creators to pad their videos with extra content that only serves the purpose of ensuring a video qualifies to carry mid-roll ads.