Google expands free TV channels, faces antitrust battle, and pushes YouTube pause ads
Top 3 Key Points:
- Google TV adds more free channels, including The Bob Ross Channel, reaching 157 total.
- Google faces a second antitrust trial, this time focused on its dominance in online advertising.
- YouTube rolls out Pause ads, encouraging users to subscribe to YouTube Premium.
Google is continuously expanding its free TV offerings. This week, Google TV added seven new channels, bringing the total to 157. New channels include The Bob Ross Channel, Comedy Dynamics, and The Dog Whisperer with Cesar Millan. These channels are available on Chromecast and other Google TV devices, allowing users to watch them directly through the home screen or the Freeplay app.
Initially, when Google TV launched its free channel service in 2023, there were around 80 channels. Through partnerships with platforms like Plex and Tubi, users can now access even more content through Google TV’s “Live” tab. As of now, this feature is only available in the U.S., and there’s no information on expanding it internationally.
On a different front, Google is facing another antitrust trial. The U.S. Department of Justice (DOJ) has accused Google of maintaining an illegal monopoly in online advertising. This is the second major antitrust case against the company in just a few months, following a ruling in August that Google held a monopoly in online search.
Unlike the search case, this ad case is more complex. Google’s dominance in advertising largely stems from its acquisition of several competitors, creating a highly sophisticated system for managing ads across platforms. Now, the DOJ is arguing that Google used these acquisitions to unfairly maintain control over the digital ad market.
As the trial unfolds, witnesses from news publishers and advertising experts are testifying on how Google’s practices have impacted competition. If the court rules against Google again, the company could face serious consequences, possibly even having parts of its business broken up.
Meanwhile, over on YouTube, the platform has started expanding its Pause ads feature. These ads appear when a user pauses a video, with a static ad popping up next to the video screen. YouTube’s goal is to make these ads feel less intrusive compared to the usual pre-roll and mid-roll ads, but it’s also a clear push to get users to subscribe to YouTube Premium for an ad-free experience.
Although some users are frustrated by the increasing number of ads, YouTube claims that advertisers are responding positively to the new format. However, the platform has made no indication that it plans to reduce the number of other ads users encounter, especially for those who aren’t subscribed to Premium.
In conclusion, Google’s expanding presence in TV, ongoing legal battles, and evolving advertising strategies reflect its continuing influence on both entertainment and online business.