YouTube insists that a 90-sec, unskippable ad format 'isn't something we are testing' but furious users say 'they very much exist'

Date:
Fri, 10 Apr 2026 12:11:55 +0000

Description:
YouTube TV users are complaining about longer ads that can't be skipped,
while YouTube says nothing has changed.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Tech Radar Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Become a Member in Seconds Unlock instant access to exclusive member
features. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting
your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. You are now subscribed Your newsletter sign-up was successful Join the club Get full access to premium articles, exclusive features and a growing list of member rewards. Explore An account already exists for this email address, please log in. Subscribe to our newsletter YouTube TV viewers are reportedly seeing longer, unskippable ads However, YouTube denies these ads are being tested An increasing number of ads are showing up on streaming services A fresh debate has kicked up over adverts on YouTube , specifically 90-second, unskippable ads that appear on the YouTube TV app. Users are complaining that they've been introduced, while YouTube is insisting they shouldn't be showing up.

As 9to5Google reports, an official YouTube social media account posted that the platform "does not have a 90-second non-skippable ad format" despite users taking to the web to vent their frustration at seeing these ad blocks appear on their TVs. This "isn't something we are testing right now" the post from the YouTube team said, adding that "we're looking into this further".
You can see some of the user complaints collected together (with photo evidence) over at Android Authority . Article continues below You may like Google rolls out unskippable ads to YouTube's TV experience to lure more Premium users YouTube sparks backlash from free users by cracking down on popular hack There's a sneaky way to watch YouTube ad-free without a Premium subscription

So are the ads there are not? They're very much there, according to Reddit , where there are numerous reports of this happening. One poster says they've had four so far in a single day, while another confirms "they very much exist". The ad-apocalypse YouTube says 90-second ads don't exist. Are you seeing them? from r/youtube While YouTube looks into this, it's difficult to know for sure what's happening but there seems no reason to doubt the multiple reports that are piling up from viewers about having to wait longer for ads, and not being able to skip through them.

Some users are suggesting these could actually be cases where three 30-second adverts are shown in a row, with no option to skip which would make both YouTube and its users right, technically but at the moment it's not clear what the details are.

What we do know is that YouTube hosts and serves up an incredible amount of video content, and is increasing its efforts to try and cover the costs whether that's through longer adverts or pushing people to sign up for
YouTube Premium . Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

It's definitely not pleasant for viewers though, who are seeing more and more ads across every streaming service . Perhaps the final word (for now) should go to this Redditor : "Joke's on them cause my attention span is too short
for a 90-sec ad." Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds. Make sure to click the Follow button!

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Link to news story: https://www.techradar.com/streaming/youtube-insists-that-a-90-sec-unskippable- ad-format-isnt-something-we-are-testing-but-furious-users-say-they-very-much-e xist


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