Those 90-second ads on YouTube that you noticed? According to YouTube, they claim they don't exist.

      YouTube users are encountering 90-second ads that cannot be skipped, and the platform is unsure of the cause.

      Recently, there has been a surge of frustrated posts from YouTube users on social media, complaining about encountering unskippable ads lasting 90 seconds.

      This issue is not isolated, as numerous viewers have reported similar experiences, noting that the player interface indicated a skip option would only appear after "90+ seconds."

      In response, the company issued a statement asserting that these 90-second unskippable ads do not exist, leaving many questioning why users are seeing them. YouTube's explanation regarding the 90-second ad situation has added to the confusion.

      So, is YouTube actually running 90-second ads?

      YouTube officially addressed the situation, stating that it does not employ unskippable 90-second ad breaks and that it is not actively testing this format. The company also mentioned that it is "looking into this further," which provides little clarity.

      YouTube confirmed they do not have a 90-second non-skippable ad format and are not testing it at present. We are investigating this matter further.— TeamYouTube (@TeamYouTube) April 9, 2026

      The issue with this response is that it lacks explanation. If 90-second ads are nonexistent, why are so many users experiencing the same issue concurrently?

      It could be a glitch, but at this moment, the company's response is hard to trust. Perhaps they were conducting tests to assess public reaction, and the adverse response led them to deny it completely. If it was an unintended rollout, it’s essentially similar to a test that wasn’t meant for public distribution.

      What does this imply for you?

      Currently, there are no definitive answers. YouTube has confirmed that 90-second unskippable ads are not an intended feature, but they have not clarified how they began appearing.

      What we do know is that YouTube has slowly been rolling out longer, unskippable ad formats, starting a 30-second non-skippable ad rollout last year. Whether 90-second ads are the next logical step remains uncertain, but the timing of these reports cannot be overlooked.

      If you're not a YouTube Premium or Premium Lite subscriber and are encountering these new, longer unskippable ads, consider voicing your concerns on social media to ensure YouTube understands that this shouldn't be a direction they pursue.

      Rachit is an experienced tech journalist with over seven years of experience in the consumer technology sector.

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