Bad news for YouTube users. The platform is rolling out new tactics to push viewers toward paid subscriptions, announcing a wave of ads you won’t be able to skip.

Earlier this year, YouTube claimed it would reduce intrusive ads—but that promise is now out the window. The platform is about to introduce a new, unskippable ad format, which will appear more frequently than ever. The move is aimed at making life easier for advertisers, but in reality, it’s a not-so-subtle push for everyone to pay for YouTube Premium.

30-Second Unskippable Ads Are Here: YouTube Is Becoming TV

According to Search Engine Land, Google Ads will now allow 30-second, non-skippable ads exclusively on TVs, so watching YouTube on your big screen will start to feel a lot like old-school television, with “back in 30 seconds” breaks. And that’s not all: expect additional 6-second and 15-second ad formats to pop up too.

“The 15-second non-skippable YouTube ad format is my favorite,” said Anthony Higman, CEO of ADSQUIRE. “These can be targeted by keywords and audiences, and the user must see the ad to access the content they want to see.”

Dexerto reports that even YouTube’s paid subscription might not guarantee an ad-free experience. These ads are showing up more and more during Shorts, given how short and bingeable those videos are.

Now, YouTube is reportedly working on a new premium plan offering two subscriptions for less than the price of one. It’s a move that mirrors other streaming platforms, many of which now serve ads even to paying customers. Some, like Prime Video, have doubled their ad load. Yes, you can still watch YouTube for free—but it’s harder than ever to avoid a flood of ads.

Source: 3djuegos