Opera introduces experimental video skip feature to tackle online advertising

Browser developer Opera announced the introduction of Video Skip, an experimental feature that allows users to manually skip video advertisements across its Opera One, Opera GX, and Opera Air platforms. The announcement came on September 16, 2025, alongside updates to the browser's history interface and new dynamic themes.

Video Skip represents a direct response to the increasing prevalence of video content across digital platforms. According to Opera's announcement, estimates for 2025 indicate that over 82% of all internet traffic will be video content. The feature provides users with manual control over unwanted video advertisements, functioning independently of Opera's native ad blocker.

Technical implementation targets widespread video consumption

The Video Skip button appears on hover at the top of video players, positioned alongside existing features including Lucid Mode, RGX Mode in Opera GX, and Video Popout functionality. When activated, the button instantly advances the video to its conclusion. According to the announcement, "So, if an unwanted video ad pops up, or if you simply want to move to the next video on a playlist, you can use the Video Skip button."

The feature operates as a complementary system to Opera's built-in ad blocking technology. According to the announcement, Video Skip works regardless of whether the ad blocker is enabled or disabled, providing users with additional control and flexibility over their video consumption experience.

Opera's announcement emphasized the experimental nature of the implementation. The company specifically requested user feedback on the feature, indicating that its long-term integration depends on user adoption and response patterns. Users can activate or deactivate Video Skip through the browser's settings menu under the "Video skip" option.

Browser competition intensifies around ad management tools

The video skip functionality enters a competitive landscape where multiple browser developers address user control over advertising content. Brave browser has grappled with YouTube's latest ad blocker detection expansion, implementing technical solutions to maintain ad-blocking capabilities as platforms intensify detection efforts.

Recent data highlights the scale of ad blocking across digital platforms. According to research published in late 2025, dark traffic exposes blind spot in digital advertising as nearly 1 billion users become invisible to measurement and monetization systems. The phenomenon affects publishers as brutal ad blockers cut off 976 million users from standard advertising delivery mechanisms.

YouTube, a primary platform for video advertising, has maintained significant advertising revenue streams despite increasing ad blocker adoption. Financial data indicates the platform generated $28 billion from advertisements in 2021, followed by approximately $29 billion in 2022. The platform currently maintains 80 million paid subscribers across its Music and Premium subscription tiers.

Opera's Video Skip feature addresses user frustration with video advertising formats while maintaining compatibility with publisher revenue models. Unlike traditional ad blocking that prevents advertisement loading entirely, Video Skip allows advertisements to initiate before user intervention occurs.

Digital advertising ecosystem adapts to user control mechanisms

The introduction of manual video skipping tools reflects broader changes in digital advertising consumption patterns. According to IAB Tech Lab data, video placement definitions have required clarification as platforms implement diverse advertising formats across streaming and traditional web environments.

Technical requirements for video advertising have evolved significantly as platforms balance user experience with advertiser objectives. According to recent clarifications, interstitial video placements must occupy the majority of the viewport and maintain focus during playback, differentiating these implementations from accompanying content formats.

Publishers and advertising platforms continue implementing sophisticated measurement systems to address user control mechanisms. Major platforms including YouTube have expanded ad blocker detection systems globally, while browser developers implement technical solutions to maintain user privacy and experience control.

Video Skip's experimental status indicates Opera's cautious approach to features that directly impact advertising revenue streams supporting content creators. The browser's announcement acknowledged that "we're constantly thinking about ways of improving the core functionalities of the browser," positioning video control as part of broader user experience optimization efforts.

Platform consolidation around user experience controls

Opera's comprehensive September 16, 2025 update included multiple features targeting user control and customization. The browser redesigned its History interface to reflect human memory patterns, organizing content by broader categories including today, yesterday, older, and recently closed tabs. Users can now select multiple webpages from History and reopen selections as Tab Islands, integrating with Opera's tab management system.

The update introduced search capabilities through Google Lens integration, allowing users to right-click images and select "Search image with Google Lens" for contextual information. Two new dynamic themes joined the browser's customization options: Obsidian, described as a minimalistic black noir theme, and Cybercity, featuring futuristic neon aesthetics created by artist Mitch Myers.

These updates position Opera within a broader competitive landscape where browsers differentiate through user experience features rather than purely technical capabilities. Microsoft has introduced Copilot Mode in Edge browser with AI-powered features, while Google continues expanding advertising capabilities within Chrome.

Market implications for digital advertising strategies

The proliferation of user control mechanisms creates strategic challenges for digital advertising platforms and publishers. Video Skip's manual activation model represents a middle ground between complete ad blocking and unrestricted advertising exposure, potentially influencing how platforms structure advertising experiences.

Recent developments in Connected TV advertising demonstrate industry adaptation to user control preferences. Microsoft launches Premium Streaming campaigns including Netflix, enabling broadcast-quality video advertisements across premium streaming services with strict technical requirements and minimum budget thresholds.

Publishers have responded to user control mechanisms through diverse strategies including bid throttling to manage programmatic advertising efficiency. According to industry reports, major publishers including Chegg and the Daily Mail have implemented throttling strategies to combat overwhelming duplicate bid requests while maintaining monetization effectiveness.

The timing of Opera's Video Skip introduction coincides with regulatory developments affecting digital advertising practices. European data protection authorities have clarified compliance requirements for platforms processing personal data while meeting advertising transparency obligations under dual regulatory frameworks.

Video advertising measurement continues evolving as platforms address user control mechanisms. Index Exchange has introduced duration-based reporting for streaming TV advertisements, replacing legacy impression-only metrics with time-aware measurement that values longer advertisement exposures over brief interactions.

Industry response patterns indicate strategic adaptation

Browser developers increasingly position user control features as competitive differentiators while maintaining relationships with advertising ecosystem participants. Opera's emphasis on Video Skip's experimental status and feedback-dependent future suggests careful balance between user experience and revenue stream preservation.

The feature's availability across Opera One, Opera GX, and Opera Air platforms indicates company-wide commitment to user control mechanisms. Opera GX specifically targets gaming audiences, while Opera One focuses on general productivity and Opera Air emphasizes lightweight browsing experiences.

Digital advertising spend patterns continue shifting toward platforms providing enhanced user experience controls. Recent data indicates that only 11 percent of display advertising impressions purchased by AdWords advertisers were for open-web display in January 2025, down from over 40 percent in January 2019, reflecting fundamental changes in digital advertising consumption preferences.

Connected TV advertising has emerged as the fastest-growing advertising channel in the United States, with major streaming providers including Netflix and Disney redirecting substantial investments toward television advertising infrastructure rather than traditional web-based formats.

Opera's Video Skip feature represents one approach to addressing user experience concerns while maintaining advertising ecosystem participation. The feature's experimental classification and feedback-dependent future development suggest industry-wide uncertainty about optimal balance points between user control and advertising effectiveness.

Timeline

• September 16, 2025: Opera announces Video Skip feature alongside History redesign and new themes (Opera updates with a redesigned History, new Themes, and an experimental feature)
• September 16, 2025: Opera posts announcement on X (Twitter) platform highlighting experimental nature (Opera X post)
• Late 2024: Brave browser grapples with YouTube's latest ad blocker detection expansion
• August 2025: Microsoft introduces Copilot Mode in Edge browser with AI-powered features
• August 2025: Microsoft launches Premium Streaming campaigns including Netflix
• 3 weeks ago: Dark traffic exposes blind spot in digital advertising as nearly 1 billion users become invisible

Summary

Who: Opera Software, developer of Opera One, Opera GX, and Opera Air browsers, announced the experimental Video Skip feature.

What: Video Skip is an experimental feature allowing users to manually skip video advertisements by clicking a button that appears on hover at the top of video players, instantly advancing videos to their conclusion.

When: The announcement occurred on September 16, 2025, as part of a comprehensive browser update.

Where: The feature is available across Opera's browser platforms including Opera One, Opera GX, and Opera Air, targeting video content across web platforms.

Why: Opera introduced Video Skip to address user frustration with video advertisements while providing additional control beyond traditional ad blocking, responding to data indicating that over 82% of internet traffic will be video content in 2025.