If you are a YouTube user in Spain, you will have received an email from the service in the last few days that advises that they are going to “update the service conditions”. It is, they explain in the mail, an update similar to the one that was applied in November of last year in the United States. The changes have to do with royalty and tax payments for creators, with restrictions on final recognition and, what has become the epicenter of controversy, YouTube’s monetization right.

From now on – or rather, as of June 1, when these rules will take effect for those living outside Bulgaria Email List the United States – YouTube will have “the right to monetize all content on the platform.” You will be able to show ads on all videos, even those on channels “not participating in the YouTube partner program.”And, finally, in all this movement, YouTube seems to be forgetting that its users are the same as the internet in general and that they are fed up with the advertisements of the network as a group and with YouTube advertising specifically. YouTube already has too many ads, with experiences that overwhelm consumers and generate satiety.

Already last September a study concluded that Internet users were showing signs of fatigue in the face of YouTube advertising, despite the fact that advertisers were investing more and more in the channel. Consumers click on the “skip ad” option as soon as it is available and are overwhelmed by the volume of advertising. YouTube is getting closer and closer to becoming ‘the new TV’, a medium whose advertising load drives out viewers.

Possibly, this occurs because advertisers are seeing it as the patch to the debacle of television audiences and trying to bring what they are losing in one channel to this new one. By doing so, advertisers and the channel forget that online videos are seen differently and that the window of opportunity to connect with viewers is getti.

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