[mchesters]

This is misleading.

From my experience watching Youtube on a Samsung TV, the quantity are sometimes spread across an entire video, at intervals set by the creator. I.e. 8 adverts over a 1 hour video.

This is also no evidence that these adverts are not skippable.

I don't like Youtube's advertising, but this tweet is very low effort.

[hombre_fatal]

Unskippable ads before a video have been around for a while (no skip button). It just has been limited to a couple ads. The tweet is claiming this number has increased lately.

My guess is that since unskippable ads could already be a couple minute long, they are testing with shorter ads in that timeframe while still filling up the time block.

This isn’t very interesting without knowing how long the ads run.

[mchesters]

I wasn't clear about the skippable ads: the screenshots in this tweet only include the top-left qty and timer, not the bottom right of the screen which might be showing a 'Skip Ad' button.

The UI also looks exactly like Youtube on TVs, which from my experience, does this '3 of 10' for ALL adverts across an extended video.

This tweet has nothing to prove what they're saying, my guess is they're trying to stir up controversy.

edit: it's pretty clear that most here are more interested in sharing their dislike for ads or preferred adblocker solution, rather than even considering the legitimacy of the claims made in the tweet :(