![](\"https://www.techadvisor.com/wp-content/uploads/2026/03/Youtube-App.png\")
Summary created by Smart Answers AI
In summary:
- Tech Advisor reports that YouTube has introduced new 30-second non-skippable ads specifically for TV viewers, expanding beyond existing skippable formats.
- This change pushes users toward paid subscriptions, with YouTube Premium at £12.99 monthly or Premium Lite at £7.99 for reduced ads.
- The new ad format aims to boost advertiser effectiveness while encouraging subscription upgrades for an ad-free viewing experience.
YouTube has decided to add a new layer to its twin advertising revenue strategy, in which advertisers pay to have their ads shown, and users pay to avoid them.
The service has just released a new option for marketing campaign creators globally – from now on, it’s possible to purchase 30-second ads that users can’t skip for the version of YouTube available on TVs.
Until now, advertisers had a choice of several skippable and non-skippable ad options:
- Skippable in-stream adverts
- Non-skippable in-stream adverts
- In-feed video adverts
- Bumper adverts
- Masthead adverts
- YouTube Shorts adverts
The new format is said to be designed to help advertisers reach their target audience more effectively. But what about YouTube users who already feel overwhelmed with adverts?
If you don’t want to waste your time watching ad spots, you can purchase YouTube Premium, which also provides you access to YouTube Music. The current subscription cost is £12.99/$13.99 per month or £129.99/$139.99 per year.
Alternatively, you can opt for the cheaper Premium Lite option. It lets you avoid most (but not all) ads, but it doesn’t offer some features, such as access to YouTube Music. This tier costs £7.99/$7.99 per month.
