Advertising has gradually permeated the YouTube experience as a means of keeping the site online and helping content producers financially. Nevertheless, it seems that YouTube already exceeds even that with as many as ten unpronounceable ads appearing in a single break.

Most YouTube videos have commercials before they even begin to play, and if the video creator allows it, there may even be ads in the video itself. Commercial breaks can range from a few seconds to several minutes, although viewers are usually given the option to rewind longer commercials after a certain amount of time has passed.

Several YouTube users have noticed that the length and frequency of commercial breaks on the platform has increased dramatically over the past month or two, especially in formats that cannot be skipped.

Ad breaks in large videos can occur as often as every few minutes, as indicated in several threads on Reddit. The recent rise in complaints about excessive, unapproachable ads during YouTube video breaks is almost as bad. Recent tweets and Reddit threads highlight ad breaks with as many as ten consecutive spots that cannot be ignored.

It doesn’t happen with every movie or every viewer, but the long gaps between videos seem to be on the rise lately. Ten commercials are the norm, but users with about five commercials every break are more common.

As for the good news? These ads don’t last forever. According to user feedback, these commercials often last no more than six seconds, implying that even a commercial break consisting of ten indigestible commercials will last no more than sixty seconds.

The Twitter account “TeamYouTube” responded to a user complaint about the increase in ads by explaining that the format used to show these ads at the beginning of a video is known as “bumper ads.”

Since bumper ads can only last up to six seconds, YouTube used Twitter to add that “this can happen with a certain type of ad.” But they didn’t even notice the spike in ads.

A YouTube spokesperson told Google that “a lot of ad pod ads” are being tested on a moderate scale around the world as people watch longer videos on TV. They also said the testing was over and that they had succeeded in their mission to “reduce ad interruptions” and improve the user experience.

Ad pods were expected to launch in 2018, albeit with limited capacity, to assess the optimal amount of advertising needed to support long-form video playback without disrupting the user experience. In addition, the streaming service has confirmed that improving the user experience is its top priority and that one way to do that is to reduce the number of ads displayed. It’s worth noting that not every user had to contend with 5 unappealing ads; some still received only 2 indigestible ads, as they were before, while others received at least 10 unappealing ads or more.