YouTube starts showing 90-second unskippable ads to TV viewers

YouTube is testing 90-second unskippable ad breaks for some TV viewers.

The skip option only appears after the full ad block, and the rollout seems limited to TV devices.

This follows YouTube’s recent introduction of 30-second bumpers, pointing to a bigger push toward traditional TV-style ads.

The change could make the TV experience feel more intrusive and drive interest in ad blockers or paid options like YouTube Premium Lite.