advertising

With the new increase, the Netflix plan with ads already costs more than what it cost to watch the platform without advertising two years ago

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Netflix has just confirmed a new price increase in Spain. When the platform presented the plan with ads in 2022, it did so as the economic option for those who did not want to pay the full rate. Four years later, as Antonio Ortiz emphasized in Xthat plan with advertising costs more than the old basic plan cost without any type of advertising, which was eliminated in 2023. The new prices. The increase affects the three rates available in Spain. This is how they look: Standard Plan with ads: It goes from 6.99 to 8.99 euros per month, an increase of two euros or close to 29%. Standard Plan without ads: It goes up from 13.99 to 14.99 euros. Premium Plan: Access to four simultaneous screens, 4K resolution and without ads, scale from 19.99 to 21.99 euros, surpassing the barrier of 20 euros per month for the first time. This is the second price increase in less than two years, since in October 2024 the company increased its rates in Spain. The new prices are now active for new users and will apply to current users in the next billing cycle. Ten years reviewing upwards. Netflix arrived in Spain in October 2015. Since then, the evolution of its rates describes a trajectory without exceptions. In 2017 the Standard plan increased by one euro and the Premium plan by two. The same pattern was repeated in 2019 and 2021. In 2022 it introduced the plan with ads at 5.49 euros, and in 2023 it eliminated the basic plan of 7.99 euros to push towards that advertising option. Already in 2021 we were talking about how the Premium plan had risen 50% in four years. It has not stopped doing so: currently it costs 21.99 euros, in 2017 11.99. Almost double in nine years. The paradox of the cheap rate. As we say, when the plan with advertisements arrived in Spain it did so 5.49 euros per month. Subsequently It went to 6.99 euros and now stands at 8.99 euros, which represents a joint increase of around 64% since its launch. That is, Netflix’s cheapest option has gone above what the old Basic plan without ads cost, which remained at 7.99 euros until its final elimination. In other words: whoever today wants to pay as little as possible on Netflix accepts advertising and pays more than what those who had a completely ad-free subscription paid two years ago. Because. The company often justifies these revisions as necessary to sustain investment in content. Netflix plans to allocate about $20 billion to this aspect in 2026, 10% more than in 2025. But there is a very clear reason for these increases to arrive at a fixed and almost biannual cadence: Netflix has more than 325 million global subscribers and previous increases have not caused significant falls in its user base. Put into practice: the plan with ads accumulates more than 190 million monthly active users and represents 55% of new registrations in markets with enabled advertisingaccording to the company’s own data. It is the segment that has grown the most, and also the one that suffers the greatest percentage increase in this last round. The end of the climbs? At the beginning of this month, a court ruling in Italy It could mark a before and after in the relationship between the platform and the continent’s regulators. A court in Rome ruled that price increases applied by Netflix in Italy between 2017 and 2024 are illegal under the national consumer code, which requires specific and advance justification of any price change. Premium subscribers active since 2017 could receive refunds of up to 500 euros and those on the Standard plan, around 250. Netflix has 90 days to notify all those affected through its website and national media, under penalty of 700 euros per day for delay. The judges’ decision is a good blow for the finances of Netflix, which is going to appeal the ruling, and which could affect the platform’s more than 5.4 million subscribers in Italy. The potential bill for the platform could exceed 2 billion euros. The door to similar litigation in other European countries remains open, although the transposition of European Directive 93/13/EEC on which the Italian court’s decision is based varies between legislations. In Spain, for now, it can be applied but a comparable judicial resolution has not yet been reached, although FACUA has filed a complaint before the Ministry of Consumer Affairs, which could also end the platform in court. In Xataka | 29 years later, Netflix has become the television it promised to replace. That’s why Wall Street has punished her

Meta will surpass Google in digital advertising for the first time in history

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That Google is the queen of online advertising is one of the great constants of the Internet, but everything indicates that the reign is approaching its end. If the predictions come true, for the first time in history, Meta will be the company that generates the most advertising revenue. Projections. At the moment the surprise has not occurred, but the projections of the advertising analysis firm Emarketer are clear: Meta is going to snatch the throne of online advertising from Google in 2026. Specifically, they project that Meta will earn 243.46 billion dollars from advertising, while Google will earn 239.54 billion. Why is it important. Google’s dominance in the online advertising market was absolute. In fact, that domain has been in the regulators’ crosshairs for years and It has become very expensive for Google. Meta’s surprise, although not by a huge difference, is confirmation that the internet has been reconfigured with social networks and that the cake is much more distributed. Considering that Google has built its empire on the foundation of online advertising, it is even more relevant. The Meta Boost: AI. Meta has a portfolio of products with millions of users such as Instagram, Facebook, Threads and WhatsApp. According to Emarketer, the company has been “incredibly patient” in building solid usage habits in its user base before introducing ads. But what has caused this acceleration has been the integration of AI in content recommendation systems. This has allowed them to increase the viewing time of Reels by 30%, which translates into more advertising and therefore more income, specifically they are expected to reach the 50,000 million only with Reels. Goal Advantage+. It is the suite with AI that Meta offers advertisers. In addition to offering the platform to advertise, Meta also provides a ton of tools ranging from advertising actions to the creation of the ads themselves with generative audio, text and video AI. According to the brand’s results, revenue from video generation reached $10 billion in the last quarter of 2025. It was seen coming. It is not something that happened overnight, but rather The change has been in the works for years.. The displacement of searches was moving to other specialized platforms such as Amazon, Instagram or TikTok. With the emergence of AI, the landscape has become even more fragmented: with chatbots that provide answers to many user queries without us going through the classic search engine. Google is no longer the ‘default’ when doing a search, especially for younger generations who prefer audiovisual content. OpenAI enters the business. A few days ago we talked about OpenAI’s ambitious plans for its newly launched advertising business. The company hopes that, by 2030, they will have generated $100 billion with ads on ChatGPT, that’s nothing. It is still a much smaller amount than those managed by Meta or Google in a year, but it is enough for the impact to be noticeable. With social networks the exodus of searches began and perhaps we are facing the second great displacement. Time will tell. Image | Xataka, with Gemini In Xataka | The US has just opened a new wound in the Google empire: the justice system declares part of its advertising business illegal

We stopped watching traditional television because of advertising, but YouTube is willing to recover it with unstoppable ads

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A few days ago, YouTube users in smart TVs They began to notice something that many thought they had left behind forever: unskippable 90-second ads in the middle of forty-minute videos. YouTube had promised in March that non-skippables would be 30 seconds long, but the limit has tripled in a matter of weeks. You see the ads. On March 2, YouTube released a statement announcing the global arrival of 30-second non-skippable ads for those watching the platform on connected TVs. More people than ever are using YouTube in the living room, and advertisers want formats that look like traditional television. Only five weeks later, things began to change: this April 7, several users began to publish on the r/YouTube subreddit 90-second ad screenshots, triple the advertised maximum, which could not be omitted in any way. Some media They collected part of the reactions of the spectators, which ranged from fury to inevitable resignation. YouTube’s response. The platform assured that those 90-second ads were not intentional and that it was “investigating” what had happened. The same source published a survey in January in which 87% of more than 8,600 people questioned claimed to have received non-skippable ads lasting more than 30 seconds, and almost a third said they had seen them exceed two minutes. Paradoxically, in 2017 YouTube removed 30-second non-skippable ads considering them precisely “a relic of traditional television.” The accounts come out. YouTube generated 40.4 billion dollars in advertising revenue in 2025. A figure that exceeds the combined sum of Disney, NBCUniversal, Paramount and Warner Bros. Discovery, which together earned 37.8 billion. The same firm went so far as to declare YouTube “the new king of all media” by estimate its total income at around 62,000 million a year. And it’s not just a matter of raw money: according to NielsenYouTube took over 12.7% of all television viewing time in the US in December 2025, compared to 9% for Netflix. The gap between the two has widened in recent months. More people watch YouTube on TVs than any other screen, and the AI ​​system Google uses to decide which ad format to show (including bumpers 6-second spots, 15-second spots, and the new 30-second non-skippable ones) now have data to decide when a viewer is comfortable enough to tolerate a long ad break. And if you don’t want ads… Anyone who wants to avoid ads has a way out: YouTube Premium, at 13.99 euros per month. There is no middle option, no setting that allows you to opt for shorter or less frequent ads. According to Google itselfthere is no setting to turn off the 30-second format without a paid subscription. The thing is that not even Premium is what it used to be: some service levels include certain types of ads. It is the same pattern that the greats followed streamers: Netflix launched its tier with advertising in 2022; Disney+ followed suit shortly after. “Pay more to see fewer ads” is no longer a promise of digital platforms, it is their business model. What differentiates YouTube from other streaming platforms is that it is not a paid service that has added a free tier with advertising; It is a free platform that has built an advertising business of such magnitude that it can now afford to behave as if it were traditional television. The 90-second ads are another test for Google to discover how far the user’s tolerance can go before they change services or agree to pay. In Xataka | YouTube knows it has a problem with AI “slop” for kids. It turns out that the main culprit is YouTube

NASA says Artemis II’s Nutella jar is not advertising, but it is not the first brand to benefit from its missions

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When a good part of the people of a country or several countries are in front of the television united by the same interest, they become the most coveted audience for brands. Therefore, Nutella appeared casually in the NASA live broadcastjust when the Artemis II astronauts broke the record for the distance from Earth reached by humans, it seems like the best advertising in history. NASA denies that it was such a thing, but it is undeniable that brands will do whatever it takes to appear in their images and transmissions. The place, the moment and the perfect moment. It was 2 pm ET when a jar of Nutella passed in front of the cameras inside the Orion capsule, in which the four crew members of Artemis II had just broken a record. At 1:56 pm ET, the spacecraft was 406,771 kilometers from Earth, more than 6,000 kilometers further than Apollo 13 had reached in 1970. NASA broke a record, while the Nutella jar floated with its label perfectly visible. The publications on networks and memes did not take long to arrive, as did the responses from Nutella and NASA itself. NASA denies advertising. The press secretary of the US space agency, Bethany Stevens, denied that it was advertising in statements to Futurism: “NASA does not select crew meals or food in association with brands.” A legal loophole. NASA does not advertise brands on its space missions. However, there have been companies that have found a way to advertise themselves. For example, in 1984 Coca Cola designed a can that worked in weightlessness in such a way that the drink remained bubbly without leaving the container. When it became aware of this idea, Pepsi also wanted to get on the bandwagon. Both received approval from NASA to test their cans aboard the STS 51-F mission. Its astronauts tested the effectiveness of the dispenser and the taste of the drinks with results that the space agency did not consider optimal. Therefore, the decision was made that carbonated drinks are not part of the astronauts’ menu. Nowadays They can drink coffee, tea, orange juice, lemonade or flavored breakfast drinks, but not these types of soft drinks. space pizza. As if the soft drinks weren’t enough, in 2001 there was another brand that wanted its moment of space glory. Since the issue of drinks turned out to be complicated, at this time it was a pizzeria that wanted to adapt its products to the space. Pizza Hut’s marketing people figured that if that didn’t propel their brand to stardom, nothing would. For this reason, they prepared a lighter space pizza, to facilitate its transportation, which was also made in airtight containers. The ingredients were carefully chosen so that they could be preserved longer and were as nutritious as possible. The final result was sent to the International Space Station on Russia’s Progress spacecraftso in this case it is true that it was not a NASA thing. It is also true that the pizzeria itself did not deny at the time that, beyond looking for new food options for the astronauts, what they were mainly looking for was advertising. Eat in space. The task of eating in space is increasingly pleasant. While it is true that fresh foods should still be avoided and priority is given to dehydrated and vacuum-packaged options, astronauts have many options to choose from. They can even bring treats or foods that remind them of home, as in the case of Jeremy Hansen, who has taken the Orion capsule. various traditional Canadian dishes and ingredients. Therefore, it could be that some member of the crew chose to bring Nutella as a sweet treat. The decision of a Mexican astronaut from carrying tortillas for fajitas in its day has led to them being one of the most used ingredients in space today. A whim or craving can have a great future in space food. Although in the case of Nutella it seems that it has been more useful for the brand than for the future of the space. An uncertain future. Space missions like Artemis II are exceptional today, but the goal of space agencies is for them to be part of their routine in the future. Therefore, it would not be unusual for brands to find a way to include advertising in their broadcasts. If they become a routine, there won’t be as many people on the other side of the screen, but it will still be very profitable for them. As it has been for Nutella; Well, deliberately or by chance, it has possibly had the best publicity in its history. Image | NASA | Nutella In Xataka | A study has tried to find out why space food is so bad: it’s not the food, it’s the astronauts

A Nutella jar sneaked into Artemis II’s live stream from Orion, so many thought the same thing: covert advertising

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There are images that, even on a lunar mission, completely take us away from what we believe is possible. During the official Artemis II livestreamas the Orion spacecraft advanced toward a key moment in the flight, a Nutella jar appeared floating inside the cabin. We’ve all seen it and the scene works almost as a small dissonance within an extremely controlled environment. At a time when technology makes it possible to generate hyperrealistic scenes with easethe question arises immediately: is it real or are we facing a recreation? And if it is, what exactly is it doing there? The Nutella jar. The scene was not an isolated clipping or an image taken out of context. He appeared in the official NASA video titled “NASA’s Artemis II Crew Flies Around the Moon (Official Broadcast)“, specifically at minute 54:44 of the broadcast. According to that signal, the boat was floating inside the capsule just a few minutes before the crew reached the furthest point from Earth, surpassing the mark established by Apollo 13 in 1970. We are not talking about just any anecdote, but about a moment that coincided with one of the most symbolic milestones of the mission. Capture of the moment in which the Nutella jar appears in the streaming It wasn’t AI, it was real. As we have pointed out, the first suspicion fits with the moment in which we live, in which it is possible to recreate complex scenes with great realism. But there is no room for that doubt here. The image is part of the official NASA live stream and appears integrated into the mission broadcast. The boat was there, floating inside the Orion capsule, in the same microgravity conditions as any other object on board. It is not a reenactment or a manipulation: it is exactly what happened during the mission. It wasn’t advertising either. Once manipulation is ruled out, the second reading emerges almost by itself: think that we are facing a covert promotional action. The presence of such a recognizable brand in such a symbolic moment invites this. However, according to FuturismNASA itself has explicitly denied it. “NASA does not select crew meals or food in association with brand deals,” said spokeswoman Bethany Stevens. And he finished with a clear phrase: “This was not covert advertising.” That is, the boat was there, but not as part of any commercial agreement. space food. When we think about space food, the first thing that comes to mind is usually not something particularly appetizing. Quite the opposite. However, what they have on board in Orion is not that far from something recognizable, although it has its limitations. The crew has 58 tortillasfive types of hot sauce, plenty of coffee and prepared dishes such as barbecued meat or scrambled eggs. Everything designed to be able to be eaten in microgravity and in a very small space. In that context, that boat we saw floating fits quite well. In fact, Futurism points to the 58 tortillas as a possible way to accompany something like Nutella inside the capsule. Nutella has responded with this post on Instagram (click to see the original post) Nutella’s reaction. Although NASA has been clear in ruling out any agreement, the scene did not go unnoticed outside the capsule. And that’s where another actor comes in: the brand itself. Nutella was quick to react and posted on Instagram taking advantage of the moment.. We are not facing an action planned from the mission, but we are facing a fairly clear example of how an unexpected image can become an opportunity for almost immediate visibility. While that image continues to circulate online, the mission has already changed phases. According to NASAthe Orion spacecraft has left the lunar sphere of influence, that point at which the Moon’s gravity stops dominating, and the crew is returning to Earth. The landing is scheduled for Friday, April 10. What we saw occurred at the key moment of the trip, but now everything points towards the end of the mission. The boat remains one of those unexpected scenes that accompany a much greater milestone. Images | NASA | Nutella In Xataka | Artemis II is apparently a great space triumph for the US: if we look inside, it is also a triumph for Europe

I just needed an excuse to definitely switch to Gemini: advertising on ChatGPT

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The day arrived. Not in Spain, but the day came. ChatGPT is already starting to show advertising in the United States. At the moment they are in the testing phase, but if OpenAI wants to clean up his accountsyou will have to start showing ads in the rest of the world. It was the last thing I needed to completely switch to Gemini. From ugly duckling to goose that lays golden eggs. If two years ago someone had suggested that I change ChatGPT for Gemini, I would have responded with a categorical refusal. In recent months my opinion has completely changed. I’m not saying it, the benchmark race says it in which Gemini has managed to surpass GPT5 without giving up its reasoning capabilities. This is also said by the work that Google is doing in terms of image and video creation, with a Nano Banana Pro that managed to completely sweep away the OpenAI model and force the rival company to improve and incorporate Images to ChatGPT. The pasta. AI has already become a fixed cost for millions of people. A few euros a month in exchange for an assistant who saves hundreds of hours seems like a fair deal. The most economical plan ChatGPT is Gofor 8 euros per month (96 euros per year). With Go we have access to GPT-5and expanded limits on memory and file uploads. With Google’s cheapest plan, AI Pluswe pay 7.99 euros per month. In addition to having access to Gemini 3 Pro, Nano Banana Pro and limited access to I see 3.1 Fast (GPT Go does not allow access to Sora, even in a limited way), we have: Access to Flow, Google’s cinematic creation tool powered by Veo 3. Whisk Access Gemini integration in Gmail, Vids and more Google apps. 200 GB of storage for your Google account (Photos, Drive and Gmail). If we jump to the intermediate plan, OpenAI offers its best reasoning models, faster image creation, access to Codex, agent mode and access to Sora for 23 euros per month. For 21.99 euros Google allows access to Antigravity, includes Google Home Premium (with integrated Gemini) and 2 TB of storage. Google can afford it. Google has an advantage when it comes to pricing its AI services. The company does not make a living by selling AI and can even afford to give it away in the search engine, in Gemini as an assistant on all Android phones and by integrating it natively into its apps. Google doesn’t need to introduce ads: its AI is the ad. Now what. OpenAI will have to go the extra mile to retain its users. Gemini is already managing to grow its customer base, and with the introduction of ads in GPT, OpenAI will have one of the few large ad-loaded AI models. The company will need to prove not only that ChatGPT is worth paying for, but that it is worth: Pay for the most expensive plans that do not contain ads Pay for plans that contain ads Image | Xataka In Xataka | Elon Musk’s Grokipedia is not exactly the best place to get objective information. ChatGPT doesn’t care

Data centers are so important that Meta has spent millions on advertising to change our perception of them

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Meta has spent 6.4 million dollars on an advertising campaign between November and December of last year to convince the American public of the benefits of its data centers, according to the New York Times. The ads, aired in eight state capitals and Washington, DC, featured idealized images of American towns revitalized by these facilities. exists an increasingly significant social rejection on the installation of data centers dedicated to AI, especially due to the impact they have on the excessive consumption of basic resources like light and water. And of course, first we have to convince that they are key so that Meta and the rest of the big technology companies can continue with their operations. The Goal campaign. According to the media, the ads featured emotional stories about Altoona (Iowa) and Los Lunas (New Mexico), two locations where Meta operates data centers. With guitar music and shots of farms and football fields, the videos promised jobs and prosperity. “We are bringing jobs here, for ourselves and for our next generation,” the voiceover said. According to Michael Beach, CEO of Cross Screen Media, Meta “could have purchased these ads with the goal of influencing political decisions and reaching legislators.” Ryan Daniels, spokesperson for Meta, limited himself to say to the NYT that the company pays the full costs of the energy used by its data centers, without commenting on the advertising campaign. Meta is not alone. Just like account NYT, Amazon is funding a similar campaign in Virginia through Virginia Connects, a nonprofit created by the Data Center Coalition. From the Financial Times they point In addition, other operators such as Digital Realty, QTS and NTT Data are also acting more intensely to defend the construction of new facilities. Endurance. In the United States, social rejection has caused the cancellation of multimillion-dollar projects in Oregon, Arizona, Missouri, Indiana and Virginia. Democratic Senator Chris Van Hollen explained He told the NYT that the issue has become “a priority on Capitol Hill” when his voters began to complain en masse about electricity bills. Just like share The media, this month, Van Hollen presented a law to regulate the energy consumption of data centers. Even President Donald Trump spoke out on the matter: “The big tech companies that build them must pay their own way,” wrote a few weeks ago on Truth Social. electricity bill. Data centers have become critical infrastructures for the development of artificial intelligence, but there is increasing social tension over their installation. In October, Bloomberg counted that in the last five years the wholesale price of electricity in areas near large concentrations of data centers in the United States had increased by up to 267%. In Baltimore, residents paid $17 per megawatt-hour in 2020; In 2025 that figure reaches $38. On the other hand, the medium demonstrated In their research, 70% of the points where electricity price increases were recorded were less than 80 kilometers from data centers with significant activity. From Bloomberg they estimate that the energy demand of these facilities in the United States will double by 2035, becoming the largest increase since the 1960s. The situation in Spain. Our country is also experiencing a boom in the construction of data centers. The Community of Madrid, paradoxically the region with the greatest energy deficit in Spainconcentrates a good part of these projects and is expected to reach a power of 1.7 gigawatts in 2030. The consulting firm CBRE pointed out in a report that “there is no investor, operator or large technology company that does not have in its strategic plans to establish its data center project in the Iberian market.” Madrid, together with Barcelona, ​​already competes with cities such as Milan, Zurich or Berlin, although still far from the leading European group in terms of power capacity formed by Frankfurt, London, Amsterdam, Paris and Dublin. What awaits us. According to Bloomberg, the forecasts they point because data centers will consume more than 4% of the world’s electricity in 2035. If these facilities were a country, they would be fourth in energy consumption, only behind China, the United States and India. Meanwhile, big technology companies are already exploring solutions such as modular nuclear reactors (SMR) to power your facilities, or send data centers to space. Cover image | Mark ZuckerbergGoal In Xataka | “The assemblies are not going to be done by AI”: we talk to the kids who have become carpenters, truck drivers and tinkerers

inserting advertising while you buy without leaving it

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Tech giants are finding a thousand and one ways to monetize their AI tools beyond their payment plans for a reason: in a few years almost everyone will be using AI and not everyone will go through the hoop of paying for a subscription. Hence, Google has made a move in the field of purchasing items through AI. The company has announced recently the incorporation of personalized ads in its purchasing mode through its AI, one more bet to monetize its chatbot and compete directly with OpenAI and the rest of the competitors in the recent open front of AI-assisted commerce. What has changed. The company will allow advertisers to present exclusive offers to users who are about to purchase a product through Google’s AI mode, powered by its model Gemini. Vidhya Srinivasan, vice president of Google Ads and Commerce, counted through an official publication that it is “a new concept that goes beyond our traditional search ad model.” Stores may also offer discounts or free shipping at checkout. The idea is that AI assists the user in the entire purchasing process, without going through the websites. Why it is important. It’s a significant shift from the traditional model of sponsored ads in search results, which generates tens of billions of dollars for Google but has been threatened by the rise of AI chatbots. The company is leveraging its dominance in online search to position its AI model in front of billions of users. Gemini still lags behind ChatGPT in popularity, despite all its advances, so the company is looking for new goals and objectives to make Gemini a more attractive model for users. How it works. The new advertising function will use contextual information from user conversations with the chatbot to activate offers on relevant products. Our conversation with Gemini will be a succulent package of information for the AI ​​to recommend products to us while we use its shopping mode. Retailers will be able to configure the promotions they want to show, and Google will use its AI to determine the optimal time to present each offer. The company notes that it will initially focus on discounts, but plans to expand to other attributes such as bundled packages and free shipping. Its current partners include brands such as Petco, elf Cosmetics and Samsonite. The commercial career of AI. Google is not alone in this battle. Last month, OpenAI stopped press on any advertising-related topics internally after its CEO, Sam Altman, will declare a “code red” about the need to improve ChatGPT, as they mention from Financial Times. However, OpenAI already has an instant purchase feature which allows you to purchase products directly on ChatGPT, charging a commission for sales. Microsoft also presented its Copilot Checkoutstating that purchases through their chatbot generate 53% more sales in the first 30 minutes of interaction. Universal protocol and purchasing agents. In addition to personalized advertising, Google presented what it calls “Universal Commerce Protocol”, developed together with large retailers such as Walmart, Target and Shopify. This open source system aims to become a standard so that AI agents can research products and make purchases without leaving the Google platform. Chains like Kroger, Lowe’s, and Papa Johns are already testing these tools to prepare for everything to come when it comes to AI-assisted commerce. Everyone wants to participate, but not at Google’s expense. There is still the elephant in the room when we talk about buying directly from a chatbot: it is not yet a reliable tool and that can damage the store’s image. That’s why many companies are developing their own AI agents, giving them more control over how their products are displayed and delivered. The analysis firm McKinsey esteem that the AI-powered commerce market could represent a $3-$5 trillion opportunity globally by 2030. Cover image | Google and own assembly In Xataka | OpenAI fully enters health for a simple reason: ChatGPT is already our front-line doctor (although we don’t want to admit it)

Before, advertising was to monetize. Now it is to punish you and YouTube has taken it to the extreme

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About fifteen years ago, online advertising was the implicit deal: you saw a banner or a pre-roll fifteen seconds and you had free access to everything. It wasn’t ideal, but it was logical: someone paid for the content you consumed so you didn’t have to pay for it. It worked because the discomfort was proportionate. That exists less and less. What we have now is something else: the platforms have discovered that advertising serves less to monetize than to push. To degrade the free experience until paying premium stops being a whim and becomes the only tolerable way to use the product. And no one does it with more brazenness – or mastery – than YouTube. That’s how he hunted me. If you use it without paying, you know: increasingly longer and more frequent ads, several before starting the video, the same shady spot repeated three times in ten minutes. Ads that cut sentences in half, destroy the rhythm of a song, or appear just when you got to the part you were interested in. It is that way by design. YouTube doesn’t need to show you so many ads to monetize. You would probably earn more with less, better targeted advertising. But it’s not about that. It’s about making the free experience so unbearable that you end up paying to stay sane. I don’t pay YouTube Premium for what it offers me, but for what it takes from me. And more and more people pay not because they want extra features, but so they don’t end up crashing their phone on the ground. Other platforms do the same but disguise it better. Netflix with shared accounts, Disney+ with the video quality on the cheap plan, Spotify putting ads on you and forcing random mode. They are visible tricks, but at least you have less and what you have works. YouTube has gone further: it doesn’t take away your features, it poisons them. The catalog is still complete, but the experience is hostile. You pay with your patience and with your fragmented attention. The curious thing is that YouTube is pretty honest. It doesn’t talk about Premium as an “improved experience” or “exclusive content.” It basically tells you: if you want this to stop being hell, check out. They don’t deceive. They tell you what the deal is. Forks the Internet model in the 1920s. Platforms no longer build something so good that people want to pay for it. They make the free plan so bad that there is no other option. The logic is identical: friction is no longer a side effect. It’s the lever. This also says something about us: a decade ago, ads were annoying but bearable. Today they are intrusions that we cannot tolerate. We have normalized that the Internet should be fluid, without interruptions or waiting. The platforms know it. They know that we have lost the ability to endure any friction. So they make it, multiply it, and then charge you to remove it. YouTube has perfected something that other platforms may not want to admit: The ad no longer sells products. Sell ​​your own absence. And that is perhaps the only advertising that really works. In Xataka | I’ve been paying for YouTube Premium for years and I don’t regret it. The problem is that going back is impossible. Featured image | Xataka with Mockuuups Studio

There’s a reason Vigo is advertising its Kawasaki Christmas. One that has nothing to do with Japanese tourists

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If you walk around Kawasaki these days (lucky you) you will probably come across an image that will catch your attention, one that has little to do with Japanese traditions and landscapes or with the avalanche of tourists that the country of the rising sun suffers. What will probably make you jump is finding a sign in the middle of Kanagawa announcing Christmas in Vigo, a mupi with a photo of XXL luminous tree of the Galician city and a message that invites you to travel the 11,000 kilometers that separate both towns. It could be an anecdote (one more related to the Vigo festivals), but that image tells us a lot about the fever for decoration Christmas that Spain experiences. Vigo Christmas in Japan? That’s how it is. It was the mayor of Vigo himself, Abel Caballero, who was in charge of showing it on networks. On Tuesday he hung up a photo in which a promotional poster for the Olympic Christmas is seen in what looks like the street of some Japanese city. The advertisement shows garlands, the XXL luminous tree erected in the heart of Vigo and a message in Japanese. “Christmas in Vigo is already in Japan,” Caballero wrote in his tweetwhich is already on its way to 220,000 views and 650 likes. Is it a surprise? Not really. In October Knight has already advanced that this year Christmas in Vigo would be announced with 820 posters distributed throughout (almost) the entire world. Most of those mupis (629) would be distributed across thirty Spanish cities, especially Madrid, Malaga, Bilbao and Seville, and another 142 were reserved for neighboring Portugal. The rest would travel the world. The Council boasted that it would take 15 to Paris, 10 to Rome, the same number to New York and 14 to Kawasaki. “This time Christmas will be in Japan for the first time.” Is it the first time? More or less. The jump to Asia is a novelty, but in 2024 Vigo already surprised to some tourists with promotional posters distributed in cities such as London, Paris, Rome or even the Big Apple. “I thought it was a mirage. I was seeing this in the distance and I couldn’t believe it,” joked in X Héctora reporter who encountered a mupi in the middle of Manhattan that read, in large golden letters, “The World’s best Christmas is in Vigo.” How much do these posters cost? In October, when he announced the new campaign, Caballero assured that at least this year’s is “free” and “costs nothing” to the City Council. Last year the Vigo newspaper Metropilitango.gal pointed that the mupis had been installed after reaching an agreement with JCDecaux. But… Who visits Vigo? If we base ourselves on studies on hotel occupancy by the INE, basically Spaniards and visitors from other areas of the EU, especially Portugal. Of the 537,500 travelers counted throughout 2024, 62.7% resided in Spain and 23.9% in one of the remaining EU countries. Of these, Portugal was the most popular market, with almost 77,000 tourists. Among the countries analyzed by the INE, the United States (14,800), Germany (11,800) and Italy (11,200) followed, far behind. From Japan, the market on which the City Council has now set its eyes, only 700 visitors who ended up staying in hotel establishments in the city. And at Christmas? The photo is not very different from the rest of the year. According to the data provided By the Vigo City Council, during Christmas 2022-2023 tourism was mostly national. That campaign was still marked by the shadow of the pandemic, but the data is conclusive: the City Council assures that some 5.3 million visitors arrived in Vigo and that the main foreign nationality was Portuguese, with 140,118 people, 2.6% of the total. French, British, Italians and Americans totaled 68,400. The hotel occupancy data from the INE show a somewhat different picture. In December the institute counted only 62,900 touristsof which 62% were Spanish and 30.5% Portuguese. The sum of French, Italians, British and Americans in fact barely exceeded 1,100. It is not surprising if one takes into account the limited supply of connections that Peinador, Vigo airport, has (right now Aena reports only five routes). Is there Japanese tourism? If we base ourselves on the INE, no. In December 2024, the INE did not count not a single Japanese visitor in the hotels of Vigo. In addition to how complicated and expensive it is to fly between Japan and the Galician city, this absence is largely explained by the behavior of Japanese tourists. Although the country is recording a record arrival of foreign tourists, the number of Japanese traveling abroad still quite below from pre-pandemic data. In fact in June Turespaña I trusted in which the influx of Japanese to Spain recovers its “pre-COVID” levels this year. Why advertise there then? In view of these data, why has Vigo distributed 14 mupis by Kawasaki and 10 in New York? Does Caballero aspire to attract tourists who live on other continents, thousands of kilometers away? The Consistory speaks to show Galician Christmas to potential tourists from other countries, but the measure is probably explained with another word: virality. Caballero’s tweet is a good example. In just a few days his photo of mupi has achieved several hundreds of thousands of views on X and has made headlines on media from Spain. Just as their estimates do about what Christmas means for Vigo: between 800 and 1 billion euros of economic return with a deployment of 6.3 million “visitors” in just two months, which is more than the total number of tourists who stay in hotels in Galicia in a year. The 14 mupis of Kawasaki may see them only a small portion of the 1.5 million people who reside in that Japanese city, but of course they have reached, via networks and media, thousands of people who live in the market that really interests Vigo: the rest of Spain and (especially) Galicia. Does virality … Read more

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