- Google has launched 30-second non-skippable ads for the YouTube TV app
- It’s another way for the company to convince more people to sign up for YouTube Premium.
- Last year, YouTube earned more advertising revenue than any of the largest media companies.
Google will stop at nothing to make you give in and succumb to a YouTube Premium subscription, and its latest move might be the only thing that makes you throw in the towel: it’s now targeting the YouTube TV app.
The company revealed that no-skip VRC ads are now rolling out to the TV version of the YouTube app globally, removing the option to skip ads after just a few seconds. Just like its crackdown on ad blockers and background play for phones and laptops, Google is rolling out similar measures for YouTube for TV, and it’s all due to changes in viewing habits.
As more users opt for their TVs over smartphones and other devices to watch YouTube, Google has a target, allowing the company to really show you which YouTube Premium features you’re missing out on. But based on Google’s announcement, it appears that its new ad system is also designed to mimic the feeling of watching traditional television.
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The company details that “Google AI dynamically optimizes between 6-second bumpers, standard 15-second, and non-skippable 30-second CTV ad formats, ensuring your campaign reaches the right audience at the right time,” meaning Google AI will wait to show you ads during times when you’re most interested in whatever video content you’re watching. But there is more to the strategy than meets the eye.
In 2025, YouTube earned more than $60 billion in revenue, $40 billion of it from advertising. According to Business Insider ($/£), this is more than the combined advertising revenue of Disney, NBCUniversal, Paramount Skydance, and Warner Bros. Discovery.
So it’s official; YouTube is the largest media company out there, so of course Google is taking advantage of the opportunity to generate more revenue growth from the YouTube TV experience now that more viewers are using it in a living room just like they would the best streaming services, and I’m one of those people.
Signing up for the YouTube Premium free trial is the best thing I’ve ever done
As it stands, Google has blocked most of the minor features on YouTube Premium, making its free version almost unbearable to use. I’ll hold my hands up when I say I gave in to the temptation of a free trial of YouTube Premium and, I hate to admit it, it’s frustratingly good.
In addition to the complete lack of ads, smaller features like background playback, continuous viewing, and video and audio quality make a difference, and it’s even better if you’re a big music fan.
Although I’m a Spotify subscriber, their music video integration is nowhere near YouTube’s level for me, and the same goes for live recorded performances, for which I always return to YouTube. That said, if you’re tempted to make the most of YouTube’s music video content and live shows, then you’ll have to go with YouTube Premium, as the more affordable YouTube Premium Lite simply doesn’t cut it.
YouTube recently added background play and downloads to its cheaper plan, but once again left out music benefits, which include access to the YouTube music streaming platform and ad-free viewing of music content (i.e. music videos). But if this isn’t a priority for you, Premium Lite should suffice if mostly ad-free viewing is all you want.
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