YouTube tests 90-second unskippable ads on TVs

YouTube is pushing further into traditional TV-style advertising, signaling a shift that could reshape the viewing experience — and attract bigger brand budgets.

What’s happening. Some TV viewers are being shown ads up to 90 seconds long before they can skip, a significant jump from the 30-second unskippable formats introduced recently.

How it works. The longer ad blocks appear primarily on TV devices and may exceed 90 seconds in total length, with the skip option only becoming available after that initial window.

Why we care. YouTube is creating more premium, TV-like ad inventory that allows for longer, more impactful storytelling on the big screen. This opens the door for brand advertisers to run campaigns similar to traditional TV but with digital targeting and measurement. As Google pushes further into connected TV, budgets may increasingly shift toward YouTube as a core channel for reach and brand awareness.

Zoom in. Early reports suggest the format is not tied to video length, appearing on both short and long content, and is currently limited to TV audiences rather than mobile or desktop.

User reaction. Feedback so far has been largely negative, with viewers criticizing the longer interruptions and exploring alternatives like ad blockers or third-party clients.

Context. The test follows recent efforts to monetize more aggressively, including new ad formats and the rollout of a lighter subscription tier offering reduced ads.

What to watch. Whether YouTube expands the format beyond TV and how it balances ad load with user retention.

Bottom line. YouTube is leaning into its role as a TV platform — and longer, less skippable ads may be part of the tradeoff.

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