"YouTube is running a test that exposes TV app viewers to unskippable ad blocks of up to 90 seconds, significantly longer than the 30-second unskippable bumpers made standard only last month."
"The actual ad block served in both cases runs longer than 90 seconds in total, with that figure representing the point at which the skip option unlocks rather than the full length of the advertisement itself."
"Viewer response to the change has been broadly negative, which is hardly surprising, as the test arrives less than two months after Google launched a revamped YouTube Premium Lite tier."
"YouTube has not made any public statement confirming the test or providing details on whether the 90-second unskippable format will extend beyond its current TV app scope to other platforms or viewer segments."
YouTube is experimenting with unskippable ad blocks lasting up to 90 seconds for TV app viewers, surpassing the previous standard of 30 seconds. Users on the r/YouTube subreddit reported encountering these longer ads across various video lengths. The actual ad duration exceeds 90 seconds, with the skip option unlocking at that point. This test targets TV viewers, aligning with Google's strategy to attract traditional advertisers. Viewer feedback has been largely negative, coinciding with the launch of YouTube Premium Lite, which offers an ad-free experience for a monthly fee.
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