YouTube is introducing non-skippable 30-second ads on its YouTube Select programme for connected TVs. YouTube explained that the format will follow a trend of longer-form creative on the big screens which allows for richer storytelling. The ad type will initially only be available in the US. YouTube Select is the top 5% of the most-viewed and most-engaging videos. Nielsen recently revealed that YouTube was the most popular US video streaming platform in April and watch time increased. YouTube is also testing pause experiences on connected TVs which will enable viewers to pause videos and potentially help drive awareness or action such as via a QR code.