Connected TV users will now see unskippable 30-second ads on YouTube.

Non-skippable ads on YouTube Select will now be a single 30-second ad instead of two consecutive 15-second ads. YouTube, one of the most popular video-streaming platforms in the US, has seen a significant increase in watch time, raising questions about whether the new advertising format will provide a good return on investment. According to Nielsen, YouTube remains the top video streaming platform in the US. YouTube explained, “We know that running longer-form creative on the big screen aligns with your objectives, and allows for richer storytelling.” YouTube Select is available in the US with plans to expand to other countries later this year. YouTube is also testing “Pause experiences” on CTV to allow viewers to pause videos and potentially drive action through QR codes.

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