YouTube rolls out unskippable ads – they’re so annoying I’m mulling drastic measures

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ZDNET’s key takeaways

• YouTube now has 30-second unskippable ads.
• The ads only show on televisions for now. 
• You can remove the ads for just $8 a month. 

Have you noticed that the “skip ad” button sometimes disappears on YouTube? You’re not alone.

Over the past few weeks, users have been reporting that long, unskippable ads are appearing on YouTube videos when they’re watching on a TV. I noticed it myself a few days ago, did some research, and saw that yes, YouTube has a new ad option that it calls “VRC Non-Skip.” 

The ads, which can be 6, 15, or 30 seconds long (Google AI will decide which length is appropriate in which instance), are designed to “ensure your message is delivered in its entirety,” Google says. However, viewers on the receiving end of these ads are using words like unsufferable, miserable, annoying, the final straw, and the breaking point.

Also: YouTube TV is offering 12 cheaper channel packages (including live sports) right now

After spending a few days with them, I’m inclined to agree that the new ads stink.

I grew up with traditional cable TV, packed with minutes-long ad breaks, and I endured just fine. A forced 30-second break in the middle of a video shouldn’t be that big a deal, but it’s definitely frustrating to keep waiting for a “skip ad” button that never shows up. 

Is YouTube Premium Lite finally worth it?

It’s probably no coincidence that the new ads debuted right about the time that a more affordable version of YouTube’s paid subscription debuted — one that cuts some features of full Premium but still includes ad-free viewing. 

I’ve never once considered paying for a YouTube subscription, but I’m on the fence now. I don’t want to be bullied into a subscription, but I watch quite a bit of YouTube on TV (so do other people, as YouTube now accounts for 12.7% of all US TV viewing time), so the price might be worth it. 

Also: YouTube Premium vs. YouTube Premium Lite: Are the upgrades worth the $6 difference?

At $8 a month, YouTube Premium Lite is fairly enticing now since it gets you ad-free viewing, background play, and downloads on most videos. (The full $14-a-month Premium gets you those same features on all videos plus a subscription to YouTube Music.)

I haven’t decided yet if I’ve reached the point that I’ll pay for YouTube or just watch less YouTube (who am I kidding, though, I’ll never quit), but I have decided I’m not cut out for watching ads.