YouTube Tests Picture-in-picture Mid-roll Ads For Live Streams

YouTube is testing a new ad format for live streams, introducing picture-in-picture mid-roll ads that will start appearing in eligible broadcasts.

As per YouTube, “YouTube is experimenting with Picture in Picture for live mid-rolls. Some viewers on select devices will begin to see the new ad format in the coming months, allowing creators to run ads without disrupting the live stream!”

In September 2023, YouTube began testing mid-roll ads for live streams, featuring a countdown timer to help viewers and streamers anticipate the upcoming ad. The format also includes a delay option, allowing creators to prevent ads from appearing at inconvenient moments.

The less disruptive format reduces concerns about ad interruptions. Although these ads may be less effective for advertisers, they better suit the live-stream format, providing more opportunities to engage audiences without causing annoyance.

Mid-roll ads in live streams have proven beneficial for creators. YouTube reports that those using automated live mid-roll ads have experienced an average increase of over 20 per cent in in-stream ad revenue per hour.

The updated format is likely to attract interest and could incentivise more streamers to enable ads, enhancing YouTube's advertising opportunities. YouTube in the new ad format will be available on selected live streams within the app.