
At present, YouTube offers a wide array of advertising formats, including two sets of skippable ads, two sets of non-skippable ads, individual skippable ads, and extended 30-second non-skippable commercials. Most viewers, when given the option, instinctively choose to skip.
However, Google is now expanding the reach of 30-second non-skippable ads, compelling users to watch them in full before resuming video playback. These ads lack a skip button, leaving users with two options: subscribe to YouTube Premium or resort to ad-blocking.
Yet, Google has also intensified its crackdown on ad-blocker usage. Those employing such tools may be detected and subsequently prevented from accessing video content. This expansion of non-skippable ads, therefore, represents particularly unwelcome news for many users.
Previously, YouTube reserved 30-second non-skippable ads for its high-tier advertising clients, requiring premium packages. Now, Google is incorporating them into its standard ad offerings, allowing even regular advertisers to deploy them.
In essence, this policy shift will dramatically increase the volume of 30-second non-skippable ads across YouTube, meaning more viewers will be forced to endure them before accessing content. At present, this initiative appears to focus primarily on smart TVs, Chromecast, and similar devices.
Since 2024, Google has been escalating its efforts to suppress ad-blocking on YouTube. Financial reports indicate that the platform’s performance has been stellar—yet sustaining such success seems to demand an ever-growing ad presence. For Google, user experience appears to be taking a back seat to revenue maximization, a strategy it deems essential in maintaining dominance amid intensifying competition in the field of artificial intelligence.