iWorld
YouTube rolls out 30-second unskippable ads on smart TVs worldwide
New connected TV format and pause ads push viewers towards longer ad breaks
MUMBAI: Your trusty skip ad button may soon become a rare sight, at least when you are watching YouTube on the big screen. As of March 2026, the platform has completed the global rollout of 30-second non-skippable advertisements for connected TV apps.
The move affects viewers watching YouTube on smart TVs, gaming consoles and streaming devices such as Roku or Apple TV. Instead of seeing two separate 15-second ads that could sometimes be skipped after a few seconds, users are increasingly being served a single uninterrupted 30-second advertising block.
The change is primarily tied to YouTube Select, the company’s premium advertising inventory that features the top 5 per cent of most-watched content on the platform. For advertisers, it offers a more predictable and television-like experience. For viewers, it means settling in for the full half-minute.
Behind the scenes, artificial intelligence is also taking on a larger role. Google’s ad systems now dynamically decide which format works best for each viewer. The rotation may include quick 6-second bumper ads, traditional 15-second spots, or the new 30-second connected TV format depending on the content and audience.
Even pressing pause is no longer an escape from advertising. YouTube has started rolling out so-called pause ads, where the video shrinks on the screen and a static or interactive advertisement appears alongside it when a viewer stops playback.
The strategy reflects how YouTube’s viewing habits are changing. Television screens have become the platform’s fastest-growing viewing surface, and in the United States it now ranks as the leading streaming service by watch time, ahead of major subscription platforms.
There is also a practical reason. Ad-blocking software is far less common on smart TVs than on browsers or mobile devices. By shifting more advertising to the living room screen, YouTube is protecting a crucial source of revenue.
At the same time, the company appears keen to nudge more viewers towards its paid offerings. Longer unskippable ads on the free tier make services such as YouTube Premium and the lower-priced Premium Lite subscription more appealing.
For now, mobile and desktop viewers can breathe a small sigh of relief. The 30-second unskippable format is currently limited to connected TVs, while phones and computers still mostly cap non-skippable ads at around 15 seconds.
So the next time you lean back on the sofa to watch a video on YouTube, be prepared. The ads might just be settling in for the full half-minute as well.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
