YouTube is testing longer unskippable ads for users watching on TVs, with some viewers now seeing ads that last up to 90 seconds before they can skip. The move is seen as part of YouTube’s broader push to attract traditional advertisers, bringing its ad experience closer to what viewers typically see on cable television or ad-supported streaming services. This comes shortly after YouTube introduced updated ad formats and expanded its Premium offerings, signaling a continued shift toward monetization and subscription-driven viewing. YouTube has not yet confirmed whether the longer unskippable ads will roll out globally or remain part of limited testing. YouTube Music has started placing song lyrics behind a paywall, requiring users to subscribe to YouTube Premium or YouTube Music Premium to view full lyrics. With the update, YouTube Music only allows five free lyric views. To continue viewing lyrics without limits, users must subscribe to YouTube Music Premium or YouTube Premium. In the Philippines, YouTube Music Premium is priced at around ₱169 per month, while YouTube Premium costs about ₱239 per month. Read more in our articles including "YouTube tests 90-second unskippable ads for TV app" and "YouTube Music now requires Premium to view full lyrics".
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Aug 6, 2025YouTube is testing longer unskippable ads for users watching on TVs, with some viewers now seeing ads that last up to 90 seconds before they can skip. The move is seen as part of YouTube’s broader push to attract traditional advertisers, bringing its ad experience closer to what viewers typically see on cable television or ad-supported streaming services.
This comes shortly after YouTube introduced updated ad formats and expanded its Premium offerings, signaling a continued shift toward monetization and subscription-driven viewing. YouTube has not yet confirmed whether the longer unskippable ads will roll out globally or remain part of limited testing. YouTube Music has started placing song lyrics behind a paywall, requiring users to subscribe to YouTube Premium or YouTube Music Premium to view full lyrics.
Our coverage of YouTube Premium includes: "YouTube tests 90-second unskippable ads for TV app"; "YouTube Music now requires Premium to view full lyrics"; "Google closes browser loopholes for YouTube background playback". Each article provides unique insights and information.