Video apps appearing on Xbox Live are set to be joined by mandatory advert breaks, according to a recent announcement from console makers Microsoft.
Viewers on the Xbox 360 accessing the online content (which in some cases (but generally not the affected ones) requires a premium to ‘Xbox Live Gold’), will now have to sit through 15-30 second advert clips at various intervals during their viewing activity on select Xbox Live video apps.
The ‘TV-style’ advertising services are currently applicable on a number of apps including Crackle, TMZ, and UFC, while further planned updates will see the commercials feature on providers including ESPN, GameSpot, Last.fm, and MUZU.TV.
Microsoft representative Ross Honey said of how the move will benefit potential advertisers: “With the growth of Xbox Live, advertisers no longer have to choose between digital and TV advertising – we’re offering the impact of TV and the interactivity and addressability of digital in one platform. As more and more industry leaders like ESPN work with us to help monetise their content on Xbox Live, TV media buyers win with the ability to extend their standard TV spots to this highly engaged consumer audience.”
In other news for Xbox Live users in the USA, it has been announced that several new TV streaming services are also on their way, with the list including the ‘Manga Entertainment’ channel.
With video viewing on Xbox 360 consoles maintaining a high level of popularity, the adverts could be seen as a natural move to make some money out of a popular service, but it could quite easily be also taken by viewers as an annoying distraction that they were trying to get away from by watching online. Are connected TV viewing services starting to lose their unique touch?