TEMPO.CO, Jakarta – The utilizers of social media platform Reddit are complaining about unskippable 90-second YouTube ads. This condition is deemed disruptive as the utilizers lose time just to watch an advertisement.
According to YouTube’s official rules, unskippable ad formats for connected TVs should not exceed 30 seconds. But utilizers on the Reddit forum recently stated that they had seen ads with a duration of 90 seconds without any breaks.
These longer ads reportedly appear on the YouTube TV app, not on mobile devices.
“So essentially, these new 90-second unskippable ads are out of policy, or so it seems right now,” stated an analyst from Android Authority in their report on Wednesday, April 8, 2026.
Ads have always been an essential part of YouTube’s business model. However, according to analysts, the aggressive expansion of longer and unavoidable ads on the platform builds YouTube no different from watching cable television.
People initially switched to YouTube becautilize they disliked the abundance of ads on cable television.
There are suspicions that the roll-out of unskippable 90-second ads is an aggressive effort by YouTube to boost its premium utilizer base. With access to the premium platform or subscription, such ads would not appear.
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