YouTube is about to make even longer and unskippable Ads for non-Premium users on TV

YouTube is rolling out new longer 30-second unskippable ads for people watching through its app on smart TVs and streaming devices. The change doesn't seem to affect viewers on phones or computers for now, but some ads that were previously skippable after a few seconds on TV will now play in full, and the only way to avoid them entirely is through YouTube Premium, making the experience notably worse for free users.

Google says its AI will decide which ad format to show based on the campaign and audience, choosing between 6 second bumper ads, 15 second standard ads, and the new 30 second unskippable version. The company is framing the update around YouTube’s fast growth on television screens and the way more people are using the platform like traditional TV.

Google also argues that TV viewers are more receptive to longer ads because they tend to watch in a more relaxed living room setting, so it technically feels more like standard television ad breaks. For viewers, though, it likely means longer interruptions and more pressure to subscribe to Premium, especially its recently expanded YouTube Lite tier. If only there were some alternative 😗