If banning ad blockers is already annoying, then be prepared with YouTube’s next plan, as it intends to implement unskippable 30-second ads to its videos soon-as announced in its YouTube Brandcast event.

While we don’t know how it will affect those who are not subscribed to Premium, YouTube said it will implement its unskippable 30-second ads to YouTube Select, which is their curated advertising platform. This means they will appear in the top 5% of the most popular channels when watching on connected TVs. So if you’re watching videos from top creators like MKBHD or Mr. Beast, then expect to see these unskippable ads while watching their content unless you have YouTube Premium.

“More and more, viewers are tuning into YouTube on the biggest screen in their home,” YouTube CEO Neal Mohan said during the Brandcast Event.

If that’s not enough, YouTube will be testing a feature where ads will appear when the viewer pauses a video on a connected TV. Unlike the 30-second unskippable ads, users can ignore this ad by selecting the dismiss button.

We don’t know when will YouTube roll these features out, but it seems that the video platform is pushing its non-paying users to subscribe to Premium if they want to do away with ads for good.