YouTube is testing a new feature that hides the 'skip' button on ads for free users, requiring them to watch a portion of advertisements before the option reappears. This change comes alongside existing unskippable ads that users must watch entirely. Reddit users reported that this hidden button appears after a set duration, typically five seconds. YouTube stated that this tactic aims to enhance their advertising revenue, reinforcing their Terms of Service against ad blockers. Premium subscribers remain unaffected by these changes, which are currently exclusive to mobile app users.