One way or another, the price of streaming TV keeps going higher.

If you watch a lot of YouTube on certain smart (connected) TVs and haven’t ponied up for a $120 “Premium YouTube” subscription yet, you will now be forced to watch a non-skippable 30-second ad before selected popular videos will start.

The Google-owned user-created video service revealed its new move through a blog posting for advertising clients this week. Instead of getting the two sometimes skippable 15-second spots viewers see now, they will have to sit through what ever spot the service’s AI ad-serving technology has selected for you before the program starts.

YouTube said the change is intended to help advertisers looking to hold longer viewing time on their commercials.

“We know that running longer-form creative on the big screen aligns with your objectives, and allows for richer storytelling,” the post stated.

At least for now, the move will not apply to those watching on mobile devices, only big-screen TV users get all the fun.

The option will be available through “YouTube Select,” a targeting option open to eligible clients who want to reach the audiences of certain popular channels.

According to the posted announcement: “We know that running longer-form creative on the big screen aligns with your objectives, and allows for richer storytelling. YouTube Select is now landing over 70% of impressions on the TV screen, so we’re making it easier for you to use existing assets in front of the most-streamed content.”

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But wait. There’s more: When you pause a YouTube video on a connected TV you can now expect to see an ad pop up.

The statement said YouTube is “bringing new Pause experiences to connected TVs, so you can drive awareness or action by owning that unique interactive moment when people pause a video. This is seamless for viewers and allows them to learn more about your brand.”

YouTube has not yet announced the startup date for the move.

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By Greg Tarr

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