YouTube tests 90-second unskippable ads on TVs

YouTube is reportedly testing 90-second unskippable ads on its TV app, significantly increasing ad duration compared to the usual 15 to 30-second limit. While there is no direct pricing involved, the move reflects the platform’s ongoing push to strengthen ad-based monetisation, especially for users who are not subscribed to Premium.

Longer unskippable ads spotted on connected TVs

Recent reports and user feedback suggest that some viewers are encountering 90-second ads that cannot be skipped when watching YouTube on smart TVs and connected TV devices. These instances appear to be part of a limited test rather than a full rollout, as they have not been widely observed across all regions or users.

Under YouTube’s existing ad policies, non-skippable ads on connected TVs are typically capped at around 30 seconds. The appearance of longer ads suggests that the company may be experimenting with extended formats, although it has not officially confirmed the change.

At the moment, these longer ads seem to be limited to TV platforms, with no clear signs of similar formats appearing on mobile or desktop versions.

A shift toward traditional TV-style advertising

This development follows YouTube’s earlier expansion of 30-second non-skippable ads on TV apps, aligning its viewing experience more closely with traditional television. Since TV-based viewing is often more passive, longer ad formats may be seen as less disruptive compared to mobile viewing.

By testing longer ad durations, YouTube appears to be exploring ways to increase advertiser value while adapting to changing user habits. The platform has already introduced a variety of ad formats, including bumper ads and mid-roll placements, to maximise engagement.

This approach may also indirectly encourage users to consider YouTube Premium, which offers an ad-free experience, although no changes to subscription pricing have been announced.

What happens next?

As YouTube has not officially confirmed a wider rollout, it remains unclear whether 90-second unskippable ads will become a permanent feature. The test also raises questions about how the company will balance user experience with advertising demands moving forward.

So, what do you think about 90-second unskippable ads on TV? Would you tolerate them or consider switching to Premium? Stay tuned to TechNave.com for more updates.

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