Google has started to introduce the fully customizable Multiview (multiple view) feature that users have been eagerly awaiting for its live broadcast platform YouTube TV in the USA. The system, which until now only supported combinations automatically determined by the platform, now allows viewers to bring together their preferred broadcasts on the same screen. With this important update, Google also announced that it is testing side-by-side ads, a new ad format in YouTube live broadcasts, on mobile devices. Both developments aim to make the viewing experience more interactive and flexible.

Youtube TV Offers Customizable Multiple View Experience

The Multiview feature, which was previously only available with a limited number of recommended options, provided great convenience for situations that required following more than one content at the same time, such as sports competitions. The fact that users can now choose the channels they want to watch significantly increases the flexibility of the platform. This update, which became possible by optimizing the analysis processes in the technical infrastructure, is automatically activated via the server, regardless of any application version.

Users can now create their own personalized viewing experiences much more easily.

New Ad Formats Are Being Tested

Google continues to develop its strategy of generating advertising revenue without disrupting the viewing process of live broadcasts. The side-by-side ad format, previously seen in desktop and television applications, is shown at the bottom of the screen instead of stopping the broadcast. Meanwhile, the audio of the broadcast is muted to prevent the audience from being completely disconnected from the content. However, cutting off sound in some types of content can be criticized on the grounds that it reduces viewing quality.

This new advertising strategy tested by Google is now also carried to mobile platforms.

These technological changes offered by the platform have the potential to directly affect viewers’ content consumption habits. Especially for sports fans, the customization of the Multiview feature represents a new era in TV viewing habits. Google’s experiments in ad formats are considered a critical step for the sustainability of the platform.

How do you think the new customizable Multiview feature on YouTube TV will change your sports viewing habits? Do you prefer the side-by-side ad format placed at the bottom of the screen in live broadcasts, or traditional intermittent ads? Share with us in the comments.