Google rolls out new YouTube app with pre-roll ads ahead of iPhone 5 unveiling

Tue, Sep 11, 2012


There was a lot of hoopla a few weeks ago when the fourth beta of iOS 6 was released sans the standard YouTube app that has graced the iPhone homescreen since 2007. While many speculated that this was just further evidence that Apple was trying to stick it to Google, the reality was much more nuanced. Truth be told, Apple and Google’s contract vis a vis the YouTube app had expired and it’s very possible that Google itself wanted it off so that they could release a dedicated YouTube app independently and, more importantly, with advertisements.

We all know how Apple feels about ads and you might have noticed the conspicuous absence of mobile advertising on the YouTube app of yore.

Well, with the iPhone 5 release just a day away, Google just released their own YouTube app into the iTunes App Store. Currently, it’s optimized for the iPhone with a iPad optimized version scheduled to hit the app store soon.

Interestingly enough, the inclusion of advertisements will expand the number of videos available to consumers.

The USA Today writes:

The new YouTube app will create more moneymaking opportunities for Google and video producers because it allows advertising to be shown with the clips. That’s something Apple hasn’t allowed on the pre-installed YouTube app. The ban on ads prevented many music videos and other widely watched clips from being shown in the iOS app because some copyright owners don’t allow their content to be shown if there is no way for them to be paid.

Removing the advertising limitations will mean users of the new iOS app can watch YouTube videos that already have been available on smartphones and tablet computers running on Google’s Android software said, Francisco Varela, YouTube’s global director of platform partnerships.

In any event, the  app description reads in part:

✓ Enjoy YouTube’s vast video catalog, including official music videos
✓ Find videos and channels more easily with voice search and query autocomplete
✓ Subscribe to channels and instantly access your subscriptions with the channel guide UI
✓ Read comments, browse related videos, enable subtitles and more – all while watching
✓ Easy video sharing to Google+, E-mail, Facebook and Twitter

And one of the first reviews of the new app reads, “This app is an improvement over the previous built in version, feels quicker, better discovery, ability to watch in full screen mode or not and switch back and forth. One drawback is the introduction of pre-roll adds, but that is not surprising.”

So check it out. It’s a free download. The new icon is kinda blah, but what can ya do.

via iTunes



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