Increasing Ads on YouTube: Non-Skippable 90-Second Interruptions Arrive

For some time now, YouTube has been significantly increasing the amount of advertising on the platform, with a growing prevalence of non-skippable ads lasting up to 30 seconds. As confirmed by the latest online reports, the level of advertising has risen further with the introduction of a new format that brings a record duration of advertising interruptions without allowing the user to skip to continue watching.

Up to 90 Seconds of Advertising

Advertising on YouTube is becoming increasingly "aggressive" with the new format of 90 seconds that cannot be skipped by the user. This new sequence of ads has been introduced, according to user reports, through the YouTube app for Smart TVs where ad interruptions have been frequent for some time.

At this point, it is unclear whether this new format represents a test or if it is a new option being rolled out for all users on the platform. The latter possibility might be the correct one, considering that YouTube has already confirmed its intention to increase advertising.

Given the "battle" against third-party clients, to access YouTube without ads, the only option left is to opt for YouTube Premium, the subscription that, among other benefits, also allows users to enjoy the platform without ad interruptions. It is no secret that Google is trying to push more users to activate its subscription, even at the cost of worsening the YouTube experience by adding more ads.