iWorld
MatrixCloud OTT enables IPTV operators roll out OTT services in 60 days
MUMBAI: MatrixStream has introduced the MatrixCloud OTT solution for IPTV operators enabling end-to-end IPTV and OTT platform rollout in less than 60 days. Operators can utilize MatrixCloud OTT to launch skinny channel bundles and subscription VOD to complement existing IPTV offerings or to release a standalone video package to bundle with high-margin broadband and wireless services.
MatrixCloud OTT dramatically reduces time-to-market, even for the largest IPTV operators, enabling service providers to deploy next generation TV services as quickly as possible to increase sales from existing customers and to protect user-base from competitors choosing other IPTV and OTT platforms.
In-house OTT solution rollout can add up to tens of millions of dollars or more and thousands of hours of integration across multiple hardware and software providers. The MatrixCloud OTT platform and SaaS- based pricing is specifically designed avoid CAPEX and OPEX nightmares through a one-vendor, end-to- end IPTV and OTT solution.
Tier one operators with millions of customers on many continents are already capitalizing upon Matrixstream’s years of successful IPTV and OTT solution experience to increase average revenue user (ARPU) MatrixStream and to overcome slower-moving competitors.
In 2017 alone, Matrixstream is launching and expanding services with many of the world’s top multichannel video programming distributors (MVPDs). Take advantage of our easy, incredibly-customizable ITPV and OTT solution to generate far higher profits from existing users and reach new users with next generation TV offerings.
The MatrixCloud OTT platform for IPTV and OTT operators includes the following:
1. Operator-branded apps and clients for Android and iOS mobile phones and tablets, PCs, Macs, Apple TV boxes, Android TV boxes, Roku, Chromecast and Amazon Fire.
2. Support for up 100 live linear channels in each 42u rack with full MatrixCloud DVR support.
3. SaaS capacity-based pricing that delivering savings of up to 80% over typical per-user pricing and hardware service agreements.
4. Highly-customizable, targeted advertising across all user devices.
5. Cloud-based operator BSS and OSS with integrated voucher payment, multiple currencies and third-party mobile money support.
6. End-to-end MatrixStream OTT IPTV solution can be deployed live in less than 60 days.
iWorld
YouTube rolls out 30-second unskippable ads on smart TVs worldwide
New connected TV format and pause ads push viewers towards longer ad breaks
MUMBAI: Your trusty skip ad button may soon become a rare sight, at least when you are watching YouTube on the big screen. As of March 2026, the platform has completed the global rollout of 30-second non-skippable advertisements for connected TV apps.
The move affects viewers watching YouTube on smart TVs, gaming consoles and streaming devices such as Roku or Apple TV. Instead of seeing two separate 15-second ads that could sometimes be skipped after a few seconds, users are increasingly being served a single uninterrupted 30-second advertising block.
The change is primarily tied to YouTube Select, the company’s premium advertising inventory that features the top 5 per cent of most-watched content on the platform. For advertisers, it offers a more predictable and television-like experience. For viewers, it means settling in for the full half-minute.
Behind the scenes, artificial intelligence is also taking on a larger role. Google’s ad systems now dynamically decide which format works best for each viewer. The rotation may include quick 6-second bumper ads, traditional 15-second spots, or the new 30-second connected TV format depending on the content and audience.
Even pressing pause is no longer an escape from advertising. YouTube has started rolling out so-called pause ads, where the video shrinks on the screen and a static or interactive advertisement appears alongside it when a viewer stops playback.
The strategy reflects how YouTube’s viewing habits are changing. Television screens have become the platform’s fastest-growing viewing surface, and in the United States it now ranks as the leading streaming service by watch time, ahead of major subscription platforms.
There is also a practical reason. Ad-blocking software is far less common on smart TVs than on browsers or mobile devices. By shifting more advertising to the living room screen, YouTube is protecting a crucial source of revenue.
At the same time, the company appears keen to nudge more viewers towards its paid offerings. Longer unskippable ads on the free tier make services such as YouTube Premium and the lower-priced Premium Lite subscription more appealing.
For now, mobile and desktop viewers can breathe a small sigh of relief. The 30-second unskippable format is currently limited to connected TVs, while phones and computers still mostly cap non-skippable ads at around 15 seconds.
So the next time you lean back on the sofa to watch a video on YouTube, be prepared. The ads might just be settling in for the full half-minute as well.
