YouTube Fixes 90-Second Unskippable Ads Glitch on TV App

YouTube has clarified that recent reports of unusually long, unskippable advertisements on its TV app were the result of a technical glitch rather than a deliberate change in its ad format. The company has now begun rolling out a fix to resolve the issue, bringing relief to users who experienced extended ad interruptions.

According to multiple user reports last week, viewers using the YouTube TV app noticed ad breaks lasting as long as 90 seconds without an option to skip. These interruptions were significantly longer than the platform’s standard non-skippable ad duration, which is currently capped at 30 seconds. The unexpected change sparked confusion and concern among users, many of whom believed the platform was experimenting with longer ad formats.

Addressing the issue, YouTube confirmed that the extended ad durations were not intentional. A spokesperson told 9To5Google, “We’ve determined this was a result of a bug, which resulted in higher inaccurate timers being shown for shorter ads. We’re rolling out a fix now. As we’ve said, we don’t have a 90-second non-skippable ad format, and this was not a test.”

The clarification puts to rest speculation that YouTube was testing more aggressive advertising strategies on its TV platform. Instead, the company emphasized that the problem stemmed from incorrect ad timer displays, which made shorter ads appear much longer than they actually were.

The issue first gained traction on social media, where several users shared screenshots and experiences of ad breaks showing “90+ seconds” before a skip option became available. One user, posting under the name Dexerto, claimed that the platform had begun rolling out a new 90-second unskippable ad format. At the time, YouTube responded by denying such claims and stated that it was investigating the matter.

The lack of immediate clarity from the company initially added to user frustration and speculation. However, with the official confirmation and rollout of a fix, it is now evident that the situation was purely a technical error rather than a strategic shift in advertising policy.

YouTube’s current ad guidelines remain unchanged, limiting non-skippable ads to a maximum of 30 seconds. The company’s quick acknowledgment and response to the issue highlight its efforts to maintain user experience, especially on larger screens where long interruptions can be more disruptive.

As the fix continues to roll out, users are expected to see normal ad durations restored across the TV app. The incident serves as a reminder of how even minor technical glitches can significantly impact user perception, particularly on platforms with massive global audiences.

With the issue now addressed, YouTube aims to reassure its users that no extended unskippable ad formats are being introduced at this time.