YouTube is making a big change to its ad experience. The creator-driven video platform has been known for its user-friendly, skippable ads for many years, but now it appears to be messing with that formula. User reports indicate that YouTube has rolled out unskippable, 90-second ads during playback of videos, angering viewers but thrilling advertisers.
Key Details: Big change: YouTube is launching unskippable, 90-second ads. Above and beyond: The platform said it would launch unskippable ads in March. We want more: YouTube pulled in $40 billion in ad revenue alone in 2025. 
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Users on Reddit report being forced to sit through 90-second commercials that they were unable to skip. Normally, of course, most YouTube ads on various platforms allow customers to skip after just a few seconds, but the platform appears to be making more aggressive moves to please advertisers.
YouTube confirmed in
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