April 13, 2026, 4:38 pm | Read time: 2 minutes
YouTube users are currently reporting significantly longer ad interruptions on their TVs. The TV app on smart TVs and the application on streaming sticks are particularly affected. Many users are frustrated because the ads cannot be easily skipped, leading to longer interruptions.
According to user reports shared on social media platforms such as Reddit, the ad blocks on TVs are sometimes much longer than usual. These observations have been further supported by screenshots.
Wait 90 Seconds Instead of Skipping
Particularly noticeable is the length of the new ad interruptions. According to reports from the online magazine “AndroidAuthority,” these ads can only be skipped after at least 90 seconds. Until then, viewers must watch the clips in full.
This has led to criticism, as the wait time to skip is significantly longer than many previous ad formats on the platform. For users, this means more waiting time when starting or during the use of videos on the TV.
What’s Changing in YouTube Advertising
YouTube Shows More Non-Skippable Ads
YouTube Rules Actually Look Different
The current impression is causing discussions, as the observed ad blocks apparently do not match YouTube’s official guidelines. According to the platform’s known rules, non-skippable ads in the TV app should be a maximum of 30 seconds long.
The reported 90 seconds would therefore be significantly longer than allowed. Additionally, there are guidelines for shorter ads within videos that should only last 15 seconds. According to the reports, the longer ads have mostly been seen before or after videos and not directly within the content.
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Unclear if Error or Planned Change
It is still unclear why the longer ad blocks are occurring. One possibility is a technical error in the TV app. It is also conceivable that YouTube and parent company Google are testing new ad formats and pushing the boundaries of existing rules.
A strategic motivation is also being discussed. Extending the ads could serve to increase interest in YouTube Premium, where there are no ad interruptions. An official statement from Google regarding the observed 90 seconds has not yet been provided.