Google plows ahead with unskippable YouTube ads on TVs
By Kristian Kask
Published on March 4, 2026.
Google has begun rolling out unskippable ads globally on YouTube on TVs, replacing mobile devices and PCs as the main channel for the site. The ads will be 30 seconds long and will be served alongside the 6-second and 15-second ads already shown. The move is part of a wider trend towards television and is expected to negatively impact the viewing experience.
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