Bangkok Post – YouTube to introduce 30-second non-skippable ads on smart TVs
Bangkok Post – YouTube to introduce 30-second non-skippable ads on smart TVs
Publish Date: 2026-03-16 00:20:00
Source Domain: www.bangkokpost.com
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.
According to a post on Google’s official blog, the company is preparing to roll out a format known as VRC Non-Skip, designed to expand advertising opportunities for marketers targeting viewers who increasingly watch YouTube through smart TV devices.
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 company said the structure is intended to ensure viewers can better understand the advertising messages presented during videos.
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.
Several media outlets warned the policy could effectively push free users toward paid subscriptions, as longer ads that cannot be skipped may make the viewing experience less convenient.
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: Blog Google
