Come 2018, YouTube will stop the 30-second unskippable pre-roll video. YouTube say they have taken this move to improve User Experience as their users see unskippable 30-second ads as getting in the way of the content they actually want to watch. Paid content shorter than 30 seconds can still be unskippable and YouTube are especially focusing promotion around the unskippable 6-second “bumper” ads that they introduced last year.