Overview
- Multiple viewers reported on Thursday that YouTube’s TV app is serving unskippable ads lasting up to 90 seconds.
- Outlets describe the sightings as a test or limited rollout, with Google’s documentation still listing a 30‑second limit for non‑skippable TV ads.
- The change fits YouTube’s plan to make living‑room viewing feel more like broadcast TV by trading fewer breaks for longer ad blocks.
- Long, unskippable spots on televisions increase pressure to pay for YouTube Premium to avoid ads on the big screen.
- Vietnam has already acted on ad length by requiring YouTube commercials to be skippable after the first five seconds.