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YouTube launches unskippable 90-second ads

YouTube launches unskippable 90-second ads

Viewers watching the service on smart TVs are noticing longer, mandatory commercials during video playback on the platform.

David Satin
David Satin has been a dedicated News Writer at The Streamable since 2022, covering a wide range of stories in the entertainment and streaming industries. With years of experience writing online, David previously worked as a list writer for Screen Rant, where he gained recognition for his extensive coverage of sci-fi and fantasy genres. His ability to break and analyze major stories has made him a trusted voice in the streaming world. Over the course of his career, Satin has become an integral part of The Streamable team, contributing to some of the most impactful stories in the industry.
Read full bio ›
David Satin
•
Known for breaking major streaming stories, he’s covered everything from Netflix policy shifts to Peacock’s ad-tier changes. A sci-fi fan and Toshiba Fire TV user, he brings sharp analysis and a love for the genre to his reporting.
Known for breaking major streaming stories, he’s covered everything from Netflix policy shifts to Peacock’s ad-tier changes. A sci-fi fan and Toshiba Fire TV user, he brings sharp analysis and a love for the genre to his reporting.
The YouTube logo on a TV screen in a living room.

YouTube is making a big change to its ad experience. The creator-driven video platform has been known for its user-friendly, skippable ads for many years, but now it appears to be messing with that formula. User reports indicate that YouTube has rolled out unskippable, 90-second ads during playback of videos, angering viewers but thrilling advertisers.

Key Details:

  • Big change: YouTube is launching unskippable, 90-second ads.
  • Above and beyond: The platform said it would launch unskippable ads in March.
  • We want more: YouTube pulled in $40 billion in ad revenue alone in 2025.

Users on Reddit report being forced to sit through 90-second commercials that they were unable to skip. Normally, of course, most YouTube ads on various platforms allow customers to skip after just a few seconds, but the platform appears to be making more aggressive moves to please advertisers.

YouTube confirmed in March that it was preparing to roll out 30-second ads that viewers would be unable to skip past, but audiences were clearly not expecting minute-plus ads to be included. Unsurprisingly, almost all comments on Reddit regarding the longer ads were negative.

It’s all part of YouTube’s plan to become more like traditional TV and video platforms. More people watch YouTube on TVs than any other platform these days, and YouTube wants its advertising methods to reflect that fact.

Is YouTube cutting off its nose to spite its face with new, unskippable ads? There’s an argument to be made; after all, YouTube generated $40 billion in ad revenue in 2025 — more than Disney, NBCUniversal, Paramount, and Warner Bros. Discovery combined. It’s understandable that Google would want to improve those numbers, but will it come at the expense of user satisfaction? Of course, you can avoid all ads on the platform by signing up for YouTube Premium, which costs $14 per month.

If you watch YouTube on your TV frequently, keep an eye out. New, unskippable 90-second ads are likely making their way to your account eventually, if you haven’t seen them already. To cut out ads on YouTube, viewers can always upgrade to YouTube Premium, which starts at $13 per month for individuals.

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YouTube TV

YouTube TV is a live TV streaming service with more than 60 channels for $82.99/month. This plan includes local channels 32 of the top 35 cable channels, and regional sports networks (RSNs) in select markets. The base plan includes more than 100 live channels, including major broadcast networks like ABC, CBS, FOX, and NBC, as well as popular cable channels such as ESPN, CNN, FX, USA Network, and TNT. Local channels are included in most markets, making YouTube TV a full replacement for traditional cable for many viewers.

…

Sports are a major focus for YouTube TV, with access to national and regional coverage, league networks, and marquee events. The service also serves as the exclusive home of NFL Sunday Ticket, available as an add-on, giving fans access to out-of-market Sunday afternoon games. YouTube TV also offers a smaller sports plan, allowing subscribers access to 30+ sports-oriented channels, including local networks in select markets.

YouTube TV includes unlimited cloud DVR storage at no extra cost, allowing subscribers to record as many shows as they want and keep recordings for up to nine months. The service is available across a wide range of devices, including smart TVs, streaming players, mobile devices, and web browsers. New subscribers can typically start with a free trial, though the trial length may vary by promotion.

With its broad channel lineup, strong sports offerings, unlimited DVR, and wide device support, YouTube TV remains one of the most comprehensive live TV streaming services for viewers who want a traditional TV experience without a cable contract.

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New customers can save $15 per month for 5 months.

David Satin
David Satin has been a dedicated News Writer at The Streamable since 2022, covering a wide range of stories in the entertainment and streaming industries. With years of experience writing online, David previously worked as a list writer for Screen Rant, where he gained recognition for his extensive coverage of sci-fi and fantasy genres. His ability to break and analyze major stories has made him a trusted voice in the streaming world. Over the course of his career, Satin has become an integral part of The Streamable team, contributing to some of the most impactful stories in the industry.
Read full bio ›
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