Google TV no longer limits ads to showcasing new shows and movies from Disney+ and other services; it is now also showing full-screen video ads for things like fast food.

Last year, Nvidia Shield owners started complaining about full-screen video ads, unrelated to movies and TV content, on their devices, which run Android TV.

Similar full-screen video ads are now appearing on Google TV devices, including Chromecast, with users encountering video ads for fast food from Hardees/Carl's Jr., according to a report by 9to5Google and reddit users.


 An example of fast food video ads on Google TV. Photo: 9to5Google

Apparently, these auto-playing video ads take up the entire screen for 15 seconds or more. Users can switch away by swiping left or right.

There is no way to disable the ads on Google TV other than installing a different launcher for a customized homescreen. However, you will then be missing out on some of the Google TV features.


Turning into billboards
Google's move is part of a larger trend to introduce big and more intrusive ads on the TV screen. In November 2023, Amazon announced plans for search ads and non-entertainment banner ads on Fire TV across boxes, sticks, and TVs. Later that month, users reported seeing full-screen video ads on the Fire TV homescreen.

Earlier this month, Roku announced that more ads, including interactive and 'shoppable' ad formats, are coming to the homescreen soon.

Meanwhile, LG's webOS and Samsung's Tizen are turning into ad-supported TV platforms, joining the trend of monetizing the TV viewing experience. Almost all major streaming services, excluding Apple TV+, have either implemented or announced plans to show ads in some form.

While streaming services typically let you pay an extra fee to remove ads, no such option exists for TV platforms, which is unfortunate as many consumers may rightfully argue that they have paid a premium for their OLED or miniLED LCD TV.

If you are seeking refuge from ads on your TV, you might want to consider Apple TV 4K. Check out FlatpanelsHD's in-depth review here.

- Source: 9to5Google, Reddit