YouTube tests 90-second unskippable ads for TV app

YouTube is testing longer unskippable ads for users watching on TVs, with some viewers now seeing ads that last up to 90 seconds before they can skip.

The change was first noticed by users online, who reported encountering extended ad breaks across different video lengths including clips under 20 minutes and longer content. This suggests the rollout is not limited to specific types of videos.

In some cases, the total ad duration can exceed 90 seconds, but viewers are only given the option to skip after the initial 90-second mark.

For now, the feature appears to be limited to TV and smart TV viewing, and has not been widely observed on mobile or desktop platforms.

The move is seen as part of YouTube’s broader push to attract traditional advertisers, bringing its ad experience closer to what viewers typically see on cable television or ad-supported streaming services.

This comes shortly after YouTube introduced updated ad formats and expanded its Premium offerings, signaling a continued shift toward monetization and subscription-driven viewing.

User reactions online have largely been negative, with many criticizing the longer ads and exploring alternatives such as ad blockers or third-party apps.

YouTube has not yet confirmed whether the longer unskippable ads will roll out globally or remain part of limited testing.