YouTube is introducing a new 30-second non-skippable advertisement format designed specifically for viewers watching content on television screens. The update is part of the platform’s effort to improve advertising reach on larger devices while using artificial intelligence to decide which type of ad viewers see.
The feature is part of a new campaign format called Video Reach Campaign (VRC) Non-Skip, which allows advertisers to show longer ads that cannot be skipped before a video begins when users watch YouTube on connected TVs.
Built for the big screen
According to YouTube, the new ad format focuses on the growing number of viewers watching content on televisions rather than smartphones or computers. The company said that users streaming videos on smart TVs or connected TV devices may start seeing 30-second non-skippable ads before their content begins.
The idea is to make advertising more effective on large screens where viewers tend to watch longer content such as podcasts, shows, or creator videos. Since TVs are typically used for more immersive viewing, advertisers can deliver longer messages compared to the short ads commonly shown on mobile devices.
AI decides which ad you see
Google said the new format will be supported by an AI-powered optimisation system. The system automatically selects which type of advertisement to display depending on factors like the device being used and the type of video content.
The AI can choose between different ad lengths, including:
- Six-second bumper ads
- 15-second standard ads
- 30-second non-skippable TV ads
This means the same video could show different ads to different viewers. For instance, someone watching a video on a smartphone may see a short six-second ad, while another viewer watching the same content on a smart TV could get the full 30-second non-skippable version.
What this means for viewers
For many viewers, the update could make ads on YouTube TV viewing more noticeable. Longer, non-skippable ads may interrupt videos more than shorter ads that users can skip after a few seconds.
Another factor is that ad-blocking tools are far less common on TVs. While many users rely on browser extensions or apps to block ads on laptops and smartphones, similar options are much harder to use on smart TVs or streaming devices.
YouTube tightening rules on ad blockers
Recently, YouTube has also taken stronger steps to limit the use of ad blockers on its platform. Some users reported seeing “content unavailable” messages when trying to watch videos while using ad-blocking tools in their browsers.
The company has also restricted certain workarounds that previously allowed free background playback without a paid subscription.
Premium Lite gets new upgrades
At the same time, the platform is improving its budget subscription tier, Premium Lite, which offers fewer ads than the free version.
The plan, priced at Rs 89 per month in India, recently received new features including background play and video downloads. This means users can listen to videos with the screen locked or download them for offline viewing. The subscription works across multiple devices including smartphones, laptops and smart TVs.
With TV viewing on YouTube continuing to grow, the platform’s new 30-second non-skippable ads signal a shift toward longer, television-style advertising experiences on the world’s largest video platform.