YouTube users are reporting unusually long, unskippable ads while watching on smart TVs, with some saying the experience has become frustrating enough to stop watching altogether.
As TV viewing on YouTube grows, more users are encountering ads that now stretch beyond 90 seconds — far longer than expected. Complaints surfaced across Reddit, where viewers described the ads as excessive and compared the experience to traditional television.
Some users believe this is a deliberate push toward YouTube Premium, arguing that increasingly intrusive ads are designed to drive subscriptions.
However, Google has stated that 90-second unskippable ads are not part of its official formats and suggested the issue may be a glitch. The company says it is investigating why certain users are seeing extended ads beyond the typical limits.