Longer videos 'could boost video advertising'

19th June 2008

The impact of advertising on video streaming site YouTube could grow as the portal begins to introduce longer videos, a new report observes.

Chad Hurley and Steve Chan, founders of the site, are interested in testing the potential of longer films on the site, which specialises in short clips from TV shows, music videos or homemade content, reveals Fortune.

Longer videos recently posted on the site include an episode of drama The Tudors.

"We've always believed that short form is why people come to YouTube," said Julie Supan, representative of the site.

"But as we test full-length content, we are starting to see that the audience is potentially there."

Google, which owns the site, supports the shift towards lengthier content, which one commentator notes could boost the web space's advertising revenue.

Richard Doherty, director of the Envisioneering Group, told the publication that longer videos could enable YouTube to feature more ads per view.