Watching YouTube on your TV is about to get more frustrating if you’re not paying to avoid ads. As announced at the YouTube Brandcast event on Wednesday, YouTube will soon add 30-second unskippable ads to top-performing content watched on connected TVs. YouTube says viewers will see a single 30-second ad instead of two consecutive 15-second ads, though that doesn’t mean that those shorter ads will be disappearing entirely.
“Viewers — especially younger viewers — no longer make a distinction between the kind of content they’re watching.” YouTube also announced that it will start testing ads that appear when the viewer pauses a video on a connected TV. It’s similar to the pause ad feature rolled out by Hulu a few years back, and has been dubbed “pause experiences” by YouTube.
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