YouTube has been actively combating the use of ad blockers by encouraging users to either disable these extensions or opt for YouTube Premium subscriptions. Additionally, we’ve observed measures such as temporarily halting playback. The struggle between YouTube and ad blocker users has persisted for some time; meanwhile, its parent company, Google, is also advocating for an increased volume of advertisements, some of them even longer.
In March 2026, Google revealed that YouTube introduced unskippable ads lasting up to 30 seconds on smart TVs to facilitate easier access for advertisers seeking to connect with viewers enjoying the platform in their homes. According to Google, these unskippable ads include either six-second bumpers or 15- and 30-second “CTV-only” (smart TV) non-skippable formats. Predictably, users on the free plan expressed their dissatisfaction regarding this update, with many voicing their concerns online after the announcement. Nonetheless, several users have recently indicated that the unskippable ads have surpassed the initially announced 30-second duration.
Expressing their grievances, numerous users turned to Reddit earlier this week after encountering 90-second unskippable ads, which are significantly longer than the 15- to 30-second ads noted by Google. In spite of these claims, YouTube refutes the existence of 90-second unskippable ads. In response to a post on X discussing the incident, the platform stated, “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.”