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848 YouTube Tests Non-Skippable 90-Second Ad Blocks On Connected TVs

Ubergizmo
Paulo Montenegro @ Ubergizmo · 04/08/2026 15:12 EDT

YouTube Tests Non-Skippable 90-Second Ad Blocks On Connected TVs

YouTube has begun testing a significant shift in its advertising strategy, introducing non-skippable commercial breaks lasting up to 90 seconds. According to user reports on platforms like Reddit, this pilot program specifically targets the Smart TV application, signaling Google’s intent to align the platform’s viewing experience more closely with traditional cable television and cinema advertising models. The new format forces viewers to wait at least a minute and a half […]

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