Skipping Skippable Ads on YouTube: How, When, Why and Why Not?

  • Snehasish Banerjee, Anjan Pal
  • January 2021, Institute of Electrical & Electronics Engineers (IEEE)
  • DOI: 10.1109/imcom51814.2021.9377378

Skipping Skippable Ads on YouTube: How, When, Why and Why Not?

Photo by Christian Wiediger on Unsplash

Photo by Christian Wiediger on Unsplash

What is it about?

This research explores internet users’ responses toward skippable ads on YouTube. Using in-depth interviews, it investigates (1) how, (2) when, (3) why, and (4) why not users skip skippable ads while watching videos on YouTube.

Why is it important?

YouTube introduced skippable video ads, which give users the option to skip the ads and return to their video content directly after a 5-second non-skippable segment. This interactive format has now become dominant in the industry as it offers greater control to the audience, and promotes their overall video watching experience. However, from the perspective of advertisers, the effectiveness of skippable ads remains questionable. If users always skip skippable ads, the advertisers’ purposes would not be served.


Dr Snehasish Banerjee
University of York

Before conducting this research, I expected that nobody would like to watch ads on YouTube. Surprisingly however, we found that internet users do actually watch skippable ads until completion without skipping. Specifically, skippable ads are not skipped if they are captivating and personalized.

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The following have contributed to this page: Dr Snehasish Banerjee