Industry

YouTube increases Premium price again, says 90-second unskippable ads are a bug

YouTube raised the price of its Premium subscription for all plan tiers, with increases ranging from $1 to $4 per month, effective for new subscribers immediately and rolling out to existing subscr...

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YouTube raised the price of its Premium subscription for all plan tiers, with increases ranging from $1 to $4 per month, effective for new subscribers immediately and rolling out to existing subscribers on upcoming billing dates. Separately, users on TV apps reported seeing 90-second unskippable ads — three times the platform's official 30-second cap for connected TVs — prompting widespread backlash. YouTube confirmed the lengthy ads were caused by a bug that displayed "higher, inaccurate timers being shown for shorter ads" and stated it was rolling out a fix.

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