I've noticed in comparison to say Amazon Prime, Discovery+, YouTube and Paramount+ as examples, why does each individual advert have to load/buffer for 2-5 seconds with Sky On Demand programming and on ITVX, Channel 4 and 5. Is it the way the ads are encoded? I would of thought the advertisers would want clean and crisp definition from the start of their ads. If it can be done for the apps I first listed above, why not with Sky and the main terrestrial catch up channels? Looks slightly unprofessional. Could it be down to the fact the ads have already been pre decided with the former apps but the ads for the others are pot luck and change each time you press play? I think this is something Sky could definitely improve on to make the service look more slick if streaming is after all going to be the way forward.
