A few days ago, YouTube users in smart TVs They began to notice something that many thought they had left behind forever: unskippable 90-second ads in the middle of forty-minute videos. YouTube had promised in March that non-skippables would be 30 seconds long, but the limit has tripled in a matter of weeks.
You see the ads. On March 2, YouTube released a statement announcing the global arrival of 30-second non-skippable ads for those watching the platform on connected TVs. More people than ever are using YouTube in the living room, and advertisers want formats that look like traditional television. Only five weeks later, things began to change: this April 7, several users began to publish on the r/YouTube subreddit 90-second ad screenshots, triple the advertised maximum, which could not be omitted in any way. Some media They collected part of the reactions of the spectators, which ranged from fury to inevitable resignation.
YouTube’s response. The platform assured that those 90-second ads were not intentional and that it was “investigating” what had happened. The same source published a survey in January in which 87% of more than 8,600 people questioned claimed to have received non-skippable ads lasting more than 30 seconds, and almost a third said they had seen them exceed two minutes. Paradoxically, in 2017 YouTube removed 30-second non-skippable ads considering them precisely “a relic of traditional television.”
The accounts come out. YouTube generated 40.4 billion dollars in advertising revenue in 2025. A figure that exceeds the combined sum of Disney, NBCUniversal, Paramount and Warner Bros. Discovery, which together earned 37.8 billion. The same firm went so far as to declare YouTube “the new king of all media” by estimate its total income at around 62,000 million a year.
And it’s not just a matter of raw money: according to NielsenYouTube took over 12.7% of all television viewing time in the US in December 2025, compared to 9% for Netflix. The gap between the two has widened in recent months. More people watch YouTube on TVs than any other screen, and the AI system Google uses to decide which ad format to show (including bumpers 6-second spots, 15-second spots, and the new 30-second non-skippable ones) now have data to decide when a viewer is comfortable enough to tolerate a long ad break.
And if you don’t want ads… Anyone who wants to avoid ads has a way out: YouTube Premium, at 13.99 euros per month. There is no middle option, no setting that allows you to opt for shorter or less frequent ads. According to Google itselfthere is no setting to turn off the 30-second format without a paid subscription. The thing is that not even Premium is what it used to be: some service levels include certain types of ads. It is the same pattern that the greats followed streamers: Netflix launched its tier with advertising in 2022; Disney+ followed suit shortly after. “Pay more to see fewer ads” is no longer a promise of digital platforms, it is their business model.
What differentiates YouTube from other streaming platforms is that it is not a paid service that has added a free tier with advertising; It is a free platform that has built an advertising business of such magnitude that it can now afford to behave as if it were traditional television. The 90-second ads are another test for Google to discover how far the user’s tolerance can go before they change services or agree to pay.
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