‘Unskippable’ 30-second adverts at the beginning of YouTube videos will be scrapped from the service by 2018.

Seen as a nuisance by many, Google confirmed its plan to focus on "formats that work well for both users and advertisers" to the BBC’s Newsround programme.

According to the video streaming platform, more than half of all views come from mobile users, where a 30-second ad can negatively affect those with a smaller data plan.

Instead, YouTube will now push the six-second unskippable ad format, and 20-second ads.

A Google spokesperson said: "We're committed to providing a better ads experience for users online.

“As part of that, we've decided to stop supporting 30-second unskippable ads as of 2018."

Google purchased YouTube for $1.65 billion in late 2006.

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