YouTube Investigates 90-Second Unskippable Ads on TV

Are you seeing unusually long, unskippable ads on YouTube’s TV app? Well, you are not alone. This week, several users complained that ads last up to 90 seconds, which makes the TV viewing experience frustrating. The company has now clarified that this wasn’t intentional and is investigating the matter.

YouTube shows longer-than-expected unskippable ads on its TV App

Last month, YouTube rolled out 30-second non-skippable ads on its TV app around the world. This put the platform almost in line with traditional television-style advertising. The format should definitely help advertisers deliver a complete message to viewers.

Now, the 90-second unskippable ads exceed YouTube’s stated limits, surprising affected users. The company has now responded to the issue through its TeamYouTube account on X. “YouTube does not have a 90-second non-skippable ad format. This isn’t something we are testing right now. We’re looking into this further,” the post reads.

This suggests the issue is not intentional but rather a possible glitch or error in how ads appear in the TV app. While YouTube has not shared details about the cause, it is clear that 90-second non-skippable ads are not part of its current advertising plans.

If you have been seeing such unusual ads, you should stop seeing them in the coming weeks as YouTube works to fix the issue. For some users, even the official 30-second non-skippable ads are still frustrating. In such cases, the only option is to switch to a Premium subscription. The company also offers a more affordable plan, Premium Lite, that lets viewers watch most videos ad-free for $7.99 per month.

Meanwhile, the YouTube mobile app is letting some Premium users try new features like Auto-speed and On-the-go. The former automatically adjusts the playback speed to save time without sacrificing comprehension. The latter makes watching videos easier, removing distractions like comments and offering simple controls.