YouTube is to scrap "unskippable" 30-second advertisements on the video-streaming service, from 2018.
Google confirmed the plan to the BBC's Newsround programme, saying it wanted to focus on "formats that work well for both users and advertisers".
Long unskippable adverts are seen as a nuisance by many viewers, and Google has introduced shorter formats.
One media agency said the move reflected the difference between online video and linear television services.
National cricketer and music artiste Dwayne Bravo continues to enjoy success with his hit song 'Champion', as today it crossed 10 million views of social media video-sharing site, Youtube.
The song broke past the 10 million views mark just after midday today.
The song got a major boost after the West Indies men and women's teams won the ICC T20 World Cups in India.
The dance that goes with the song has also helped it to go viral, with news anchors, Bollywood stars and sportsmen and women (including Portugal football great Figo) appearing on Youtube doing the dance.