Out of the many different advertising formats YouTube features, by far the most annoying are the unskippable 30 second adverts. But, as of next year, the video streaming service has announced they will be no more.

In a statement, Google said that it aims to offer a better viewing experience for its users, adding “As part of that, we’ve decided to stop supporting 30 second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”

Other advertising formats will remain unskippable, including the 20 second advert slots.

The decision to discontinue this advertising format is a good one, although it may cost Google in ad revenue in the short term.

The video streaming landscape has changed significantly over the past few years with Instagram and Facebook both increasing their video offerings. Therefore, to stay competitive, Google has to think about the user experience of YouTube. And a good starting place is to remove the most irritating advertising format on the site.