#youtube

YouTube has clarified that reports of 90-second unskippable ads appearing on TV were not intentional, saying the issue was caused by a bug. Earlier this week, several users reported unusually long ad breaks while watching YouTube on smart TVs, with some seeing ads that appeared to last over 90 seconds before a skip option became available. In response, YouTube said it does not use or actively test 90-second unskippable ads. The reports, which included similar screenshots and experiences from multiple viewers, raised concerns that YouTube might be experimenting with longer ad formats. Despite the clarification, YouTube has not provided a detailed explanation of how the bug occurred or why it appeared to affect multiple users at the same time. 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. Read more in our articles including "YouTube says 90-second unskippable ads were a bug, fix now rolling out" and "YouTube tests 90-second unskippable ads for TV app".