The Impact of YouTube Advertising Intensity on Consumer Behavior: A Qualitative Study on Ad Fatigue and Avoidance Behavior

In today’s era, digital platforms have become indispensable for individuals. Among these platforms, YouTube stands out as a significant medium that meets people’s needs for entertainment, information, and social interaction. However, the intensive display of advertisements on YouTube negatively affects the viewing experience, leading to a lack of enjoyment in the content, distraction, and a decrease in user satisfaction with the platform. This situation triggers ad avoidance behaviors and renders the effectiveness of digital advertising questionable. This study aims to reveal what kinds of behaviors YouTube advertisements lead to in consumers and how individuals are affected by this process. Conducted within the framework of qualitative research methods, the study selected eight participants as a sample group and carried out in-depth interviews. According to the findings, individuals experienced distraction in the face of excessive advertising, reported a lack of enjoyment in the content, evaluated the ads negatively, and therefore engaged in ad avoidance behaviors by using ad-blocking software. In addition, it was also identified that some participants preferred alternative solutions, such as purchasing Premium subscriptions, to avoid advertisements.