YouTube's uptick in unskippable ads caused some frustration, but it's apparently over now

YouTube on Galaxy Z Fold 2 with toys around it
(Image credit: Chris Wedel)

Update (Sept 16, 3:10 pm ET): The increase in ads was apparently part of a small test for certain users.

What you need to know

  • YouTube has seemingly increased the amount and frequency of unskippable ads.
  • Users have reported receiving as many as ten unskippable pre-video ads while the frequency of unskippable ad breaks has become "unbearable."
  • YouTube's help page states its non-skippable ads range from six to fifteen seconds in length.
  • YouTube has stated that it was part of a test that has now concluded.

YouTube has seemingly increased the number and frequency of unskippable ads played for users while watching videos.

Users have recently voiced their frustrations with the platform and its sudden increase of unskippable ads. The Team YouTube on Twitter recently responded to a user's question regarding the recent uptick going from two to around five unskippable ads. Team YouTube said these are likely what's known as "bumper ads," which don't last very long and play before your video gets started.

However, users voicing their issues aren't contained to just Twitter. Recently, users posted on Reddit questioning the frequency of unskippable ads specifically.

Users noted ad breaks containing multiple ads, which also appear to show up more frequently. Even navigating to one's profile would bring up an ad, as one user pointed out when using YouTube through Roku.

According to YouTube's help page about non-skippable ads, these ads are anywhere between six to fifteen seconds in length. For the free version of YouTube, ads are a way to support not only the platform but its creators, too. 

That said, the uptick in ads becomes incredibly frustrating for viewers who are constantly detached from what they're watching. Some Reddit users say the issue has become "unbearable."

Fortunately, it seems like this may not be a long-term problem. In a statement to 9to5Google, a YouTube spokesperson stated that this was part of a "small experiment" conducted globally for users watching longer videos on TVs. That said, the experiment has apparently "concluded," meaning ad frequency should go back to normal for the users affected by the experiment.

Of course, the other option to not deal with ads at all is to pay up for YouTube Premium, although some complain that the $12 per month charge is too much.

Speaking of ads, YouTube recently introduced new tools to help optimize ads for Shorts. These vertical ads benefit from machine learning technology alongside its own customized template taking the most important parts of horizontal ads and turning them vertical. The Google-owned company has realized that more people are visiting YouTube to consume content and can find longer videos through its Shorts.

Nickolas Diaz
News Writer

Nickolas is always excited about tech and getting his hands on it. Writing for him can vary from delivering the latest tech story to scribbling in his journal. When Nickolas isn't hitting a story, he's often grinding away at a game or chilling with a book in his hand.

Read more
Roku Remote
Roku’s autoplay ads on startup are rubbing users the wrong way
YouTube Premium homepage on Android
YouTube's affordable ad-free Premium Lite plan officially rolls out in the U.S.
YouTube Premium homepage
New YouTube experimental features allow users to watch videos at 4x speeds
YouTube Premium Galaxy Z Fold 3.
YouTube Premium: Everything you need to know
YouTube on Pixel 7 Pro
YouTube's video stream is glitching out for some viewers
YouTube Premium homepage
Google will finally uncouple YouTube Premium and YouTube Music with 'Premium Lite'
Latest in Apps & Software
The promotional image for Google Workspace feature drops.
The March Workspace feature drop upgrades Gemini's note-taking and translation tools
Google discusses trends and AI updates to help people travel this summer.
Google prepares you for a hot summer with new AI updates for traveling
YouTube Music home screen
YouTube Music's personalized radio stations are getting even smarter
Samsung Galaxy S25 Ultra Home Screen - 16x9
Heads up — Samsung's detailed One UI 7 rollout schedule for Galaxy appears
The old Android logo at Google's Pier 57 building in New York City
Report claims Google may move to 'privately' develop Android's future
Comparing the display size on the Samsung Galaxy S25 with the Samsung Galaxy S25 Plus
What you need to know about One UI 7: Software is hard
Latest in News
The promotional image for Google Workspace feature drops.
The March Workspace feature drop upgrades Gemini's note-taking and translation tools
The Samsung Galaxy S25 Edge on display
New leak shows off Samsung Galaxy S25 Edge in 'Titanium' variants
Google discusses trends and AI updates to help people travel this summer.
Google prepares you for a hot summer with new AI updates for traveling
YouTube Music home screen
YouTube Music's personalized radio stations are getting even smarter
The back of the Obsidian Google Pixel 9 Pro
Some Pixel owners had a delayed start, thanks to alarm clock failures
Samsung Galaxy S25 Ultra Home Screen - 16x9
Heads up — Samsung's detailed One UI 7 rollout schedule for Galaxy appears