YouTube users report surge in ad frequency and longer non‑skippable ads

Users in several countries—including Brazil, Poland and France—have reported a noticeable increase in the number and frequency of advertisements on YouTube. Reddit and Android Authority discussions note that three ads are now shown back‑to‑back before videos, with ad breaks occurring as often as every three to four minutes. Complaints also mention non‑skippable ads lasting up to nine minutes, far exceeding the platform’s stated limits of 15‑30 seconds. The change appears to affect both free users and those on the YouTube Premium Lite plan, which previously removed most ads but now shows occasional interruptions in Shorts and music content. YouTube has not issued an official statement, leading some users to suspect a test of user tolerance or a move to encourage paid subscriptions.