YouTube has approved a new ad format that will allow advertisers to run 30-second unskippable ads for people watching the platform on televisions.

The change applies to viewers who are not subscribed to YouTube Premium.

The company confirmed the update in a recent blog post saying its artificial intelligence systems will decide which ad format to show based on the audience and viewing context.

Google explained that the system will dynamically choose between shorter ads and the new 30-second non-skippable option to help advertisers reach viewers at the right time.

The development was first highlighted by Android Headlines which reported that advertisers now have the ability to run the longer ads on connected TVs.

Watching YouTube through smart TVs and streaming devices has become one of the platform’s fastest-growing ways to consume content.

Many viewers now use TV apps such as Google TV to watch creators and channels on a larger screen.

However the update comes at a time when YouTube has also been tightening restrictions on ad-blocking tools a move that has already drawn mixed reactions from users.

While the new format does not guarantee that every viewer will see 30-second ads it means advertisers and Google’s AI system now have the option to deliver them to non-paying users.