April 13, 2026 YouTube users watching on smart TVs have reported being served unskippable ads lasting more than 90 seconds during videos. The company says it does not support a 90-second unskippable ad format and is investigating why some viewers are seeing them.
The reports began appearing on April 7, with multiple users sharing screenshots and experiences on Reddit’s r/YouTube community. One user described encountering a 90-second-plus ad during a 40-minute video, while others said they were left “speechless” when the ads appeared without an option to skip.
The issue appears specific to TV viewing, which has become an increasingly popular way to watch YouTube as audiences move away from traditional cable and satellite services. Smart TVs, streaming sticks and console apps now serve as primary access points, effectively positioning YouTube as a replacement for conventional television for many users.
Viewer reactions suggest the experience is closer to broadcast TV than typical online video. Some users said they stopped watching entirely when faced with longer ads, while others switched platforms mid-session. Comparisons to traditional television were common, with several noting that extended, unskippable ad breaks undermined the appeal of on-demand viewing.
Others interpreted the change as part of a broader monetisation strategy. Some users suggested the increase in ad length could push viewers toward YouTube Premium, the platform’s subscription tier that removes ads. While this view reflects user sentiment rather than confirmed intent, it highlights the sensitivity around ad load in a competitive streaming environment.
The reports also come shortly after YouTube confirmed the return of 30-second unskippable ads in March. The appearance of ads exceeding that duration represents a significant jump beyond what the platform has publicly acknowledged offering.
In response, YouTube said the longer ads are not part of any current test. “This isn’t something we are testing right now. We’re looking into this further,” the company said, without providing additional detail on the cause or scope of the issue.
It remains unclear how widespread the problem is or whether it stems from a technical glitch, ad delivery error, or another backend issue. However, the consistency of reports across users suggests the behaviour is not isolated to a single device or region.
At the same time, YouTube continues to expand features for TV users, including experiments that allow viewers to interact with AI while watching videos. These tests indicate a push to evolve the TV experience beyond passive consumption, even as core elements like advertising remain under pressure.
