Non-skippable 30-sec ads, new pause button on TV, announces YouTube

YouTube made several announcements regarding new features and enhancements during its Brandcast 2023 event on Wednesday. One notable change is the introduction of 30-second non-skippable ads on YouTube Select for connected televisions (CTVs) in the US.

Instead of two consecutive 15-second ads, users will now see a single 30-second video that cannot be skipped. This change aims to provide YouTube Select advertisers with the opportunity to showcase their content in front of the most-streamed videos.

Furthermore, YouTube unveiled a new pause experience for videos. When a video is paused, it will shrink, and an ad will be displayed alongside it.