On mobile YouTube right now I see two unskippable ads before every video. How long before some genius needs to juice his numbers this quarter and come up with the bright idea of three unskippable ads? Google made over $250 billion in 2021, $30 billion of that is thought to come from YouTube, can someone explain to me what is wrong with this status quo? If blocking a subset of users is such a good idea, why isn't Google rolling it out to everyone today?
To the bean counters who seem to have overwhelmed Google, losing a few users might seem like a dog losing some fleas. They are out of ideas for growth. Once blitz scaling has reached the limits of user acquisition the only play left to juice the numbers seems to be “boil the frog”, going to war with their Oort cloud of free users, pay up or else. Are the c-suite types at Google aware that this is exactly the mindset that will make their decline into irrelevance inevitable?
Elon Musk inadvertently turned Twitter into a howling wasteland in a few short months, which shows what happens when you boil the user frog too quickly. Imagine how Twitter would look today if Elon instead doubled down on making Twitter the best user experience, offering users tools to make Twitter more relevant, making it an unmissable service for users, and in turn unmissable for advertisers? But instead he pulled the lever all the way from utopia to hellscape, attempting to shake down users to restore some functionality to a clearly degraded product. Enshitifying (thanks Cory Doctorow) the user experience is not a compelling reason to subscribe.
Here's a radical idea: customer acquisition and retention by offering the most compelling product.
I'm not against advertising per se, I’m against being shaken down to regain a user experience that should be the default. Here are two examples of successful advertising models:
1. Lex Friedman does an ad read at the beginning of his podcast. It’s intentionally skippable, I skip it 90% of the time. But when I'm busy with bread dough on my hands or whatever, I'm still hearing the ads, which are mostly repeat offerings anyway. Advertising is not always appropriate, eg at a kids birthday party or showing a video in a lecture. The lesson: MAKE IT SKIPPABLE!
2. Inserts into shows / product placement, like on VFX Artists React. These seem harder for a behemoth to monetise but I like these because I know that the actual creators are getting paid. Youtube doesn't want to deal with creators with anything closer than a dashboard. This is not the end users fault, it’s not the content creators fault, it’s a symptom of absentee capitalism. Youtube should invest in creators and form true partnerships. The lesson: INVEST IN DEALING FAIRLY WITH HUMANS!
I’m not going to pay, I will continue to avoid ads but watch them occasionally. I’m going to keep playing the game of whack-a-mole finding software / hardware solutions. And when a competitor comes along with their slider set more towards user friendliness I’m going to jump ship.