Google has announced plans to introduce 30-second non-skippable advertisements on YouTube for smart TVs, a move aimed at helping brands reach audiences watching the platform on internet-connected televisions. Google said its artificial intelligence systems will help organise advertisements into three formats: six-second bumper ads, standard 15-second ads and 30-second non-skippable advertisements created specifically for internet-connected televisions. The change comes as viewing on television screens continues to grow rapidly, making smart TVs one of the most valuable platforms for advertisers seeking longer engagement from audiences. As a result, analysts believe some viewers may consider upgrading to YouTube Premium or YouTube Premium Lite to avoid the increasing volume and length of advertisements. It remains to be seen whether the introduction of 30-second non-skippable ads on smart TVs will lead to a noticeable rise in subscriptions to YouTube’s paid services.

Source: Bangkok Post March 16, 2026 12:24 UTC