Speaking to BBC on Saturday, a Google spokesperson confirmed the company's plans to remove this annoying aspect from the video-streaming website, and stated that the focus will shift onto formats that are more engaging for viewers and advertisers alike.
Ads are the main source of revenue for YouTube and video content makers. They work in a very straightforward way – the more views an ad gets, the more money advertisers pay.
However, the most appropriate and profitable format for such online commercials is still a topic of intense debates. Will Smyth, head of media at marketing and advertising agency Agenda 21, agrees with Google's decision as he considers the 30-second format as a thing from the past:
This undoubtedly is great news, but it doesn't mean that all unskippable content of this kind will eventually disappear. The six-second bumper ads that YouTube introduced last year will likely be seen more, while the shorter 15- and 20-second formats won't be going anywhere for now.