YouTube confirms that non-skippable ads will be displayed for 30 seconds on television devices.

A few months ago, non-skippable 30-second ads officially arrived on Youtube. This was part of the platform’s move to become a place for listening to podcasts by default and getting more benefits from ads that users were required to watch. This announcement, which did not please anyone, predicted a bleak future for those who do not pay for YouTube Premium subscriptions. Now, as reported by 9to5Google, these non-skippable ads are coming to the YouTube TV app.

As if disabling ad-blocking tools (even though browsers like Brave have stated their intentions to continue doing so) wasn’t enough, it now seems that users who do not pay for the YouTube Premium subscription will be forced to see more long ads, due to the company’s new strategy.

In addition to announcing the arrival of these non-skippable ads, which, according to the source, will only appear on YouTube Select content, users will also start seeing ads when they pause a video. The video will shrink and the ad will appear next to that window. These ads can be dismissed.

Likewise, Youtube announced a partnership with the NFL, allowing them to provide game content on the same day it is played. Google AI integration was also announced, allowing content creators to find new ways to accomplish their work.

It seems that advertising on YouTube will become more aggressive, a decision that, despite being expected, will surely cause a lot of annoyance among users.