YouTube viewers watching on TVs may soon have to sit through even longer ads, with Google rolling out new 30-second unskippable spots on its television app.
The change means some ads that previously allowed users to skip after a few seconds will instead run the full half-minute with no option to bypass them except for subscribing to YouTube Premium.
According to Google, the update is aimed specifically at YouTube’s TV experience, where viewing habits more closely resemble traditional television. Google says the longer ad format is designed to help advertisers reach audiences who are watching content in a more relaxed, living-room setting.
“Google AI dynamically optimizes between 6-second Bumpers, 15-second standard, and 30-second CTV-only non-skippable ad formats, ensuring your campaign reaches the right audience at the right time,” they explained.
YouTube puts unskippable 30-second ads on TVs
The move reflects YouTube’s growing focus on television screens. In recent years, the platform has reported that TV has become one of its fastest-growing ways to watch, with viewers increasingly opening the YouTube app on smart TVs and streaming devices instead of phones or computers.
Financial research firm MoffettNathanson even declared YouTube the “new king of all media” after concluding its estimated revenue of $62 billion in 2025 allowed it to surpass Disney.
YouTubeBecause of that shift, Google has been experimenting with ad formats that resemble traditional TV advertising breaks.
For viewers, however, the change could mean longer interruptions while watching videos on the big screen.
Unskippable ads have long been a point of frustration for users, especially as YouTube continues cracking down on ad blockers and pushing its YouTube Premium subscription as a way to remove ads entirely.
With the introduction of longer unskippable ads on TV, users who prefer an ad-free experience may feel even more pressure to upgrade to the paid service.
In February, YouTube announced that some previously Premium-exclusive features would be making their way to the company’s cheaper subscription tier, the $7.99 Premium Lite.
Meanwhile, some countries have taken action against YouTube’s onslaught of ads. Earlier this year, Vietnam limited the length of time that pre-roll and pop-up ads will be able to stay on a page to a maximum of five seconds.