March 11, 2026, 2:24 pm | Read time: 2 minutes
YouTube is changing its advertising model on televisions worldwide. Those watching content via smart TVs, streaming sticks, or gaming consoles will now see longer ads more frequently. These ads are non-skippable and can last up to 30 seconds. The change is international, primarily affecting users without a paid Premium subscription.
According to a Google blog post, the update is based on AI-driven ad delivery. The system automatically decides which ad format to use. Options include six-second formats, classic 15-second spots, or 30-second ads. The 30-second clips are exclusively for connected TVs and cannot be skipped. The longer ads play either before or after a video.
Greater Reach and Impact
The selection is dynamic. According to Google, this ensures that campaigns are delivered as effectively as possible, depending on the target audience, device, and usage situation. The company claims optimized campaign performance through an automated mix of different formats.
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The AI combines several non-skippable ad variants. According to Google, advertisers can achieve a higher net reach and stronger impact than with manually planned individual formats. The goal is to reduce scatter losses and increase advertising efficiency. At the same time, video producers can improve their revenue this way.
Ad Structure Like Linear TV
For viewers, the main change is in the structure of ad breaks. Instead of many short interruptions, YouTube is focusing more on fewer, longer ad phases. The concept is modeled after traditional linear TV, where longer ad blocks are common. With the global rollout, YouTube says it is responding to the growing use of connected TV devices.