Google TV slips ads into 'Apps only mode' across Europe

In many countries, Google TV's 'Apps only mode' used to offer an ad-free experience, but that is no longer the case in much of Europe.

By navigating to your Google TV profile, you could previously enable 'Apps only mode' to remove Google's top ad carousel and all sponsored recommendations from the homescreen, leaving only your installed apps.

This week, however, a change introduced the top ad carousel into 'Apps only mode', which contradicts its purpose and pushes the app icons almost off the screen. The sponsored recommendations remain hidden.


 Left: 'Apps only mode' before. Right: 'Apps only mode' after
The change seems to affect most European countries, including but not limited to Germany, Belgium, Netherlands, Denmark, Sweden, Norway and more.

The top ad carousel was already present in 'Apps only mode' in North America.


What's next?
This latest change, which is not tied to a software update as Google has pushed it out over its servers, is part of Google's ongoing efforts to monetize owners of Google TV devices, including Chromecast and Google TV Streamer.

Much like Amazon Fire TV and Roku, Google has significantly increased the number of ads on Google TV over the last few years. While users in Europe have so far been spared from full-screen video ads unrelated to movies and TV content, such as fast food ads, it is likely only a matter of time before Google takes the next step.

 Also read: Review: Google TV Streamer

The Google TV platform has around 270 million active monthly users worldwide.