nonskippable

Non-skippable, sometimes written as nonskippable, is a descriptor used in media, advertising, and gaming to indicate content that viewers cannot bypass. The term is most commonly applied to video advertising formats that require a viewer to watch a fixed portion before the main content plays. In practice, non-skippable ads are designed so that users cannot skip to the video they intended to view until the prescribed time or segment has been completed. Common formats include pre-roll and mid-roll advertisements, with durations that have historically ranged from roughly 15 to 20 seconds, though longer non-skippable sequences have appeared in certain campaigns or platforms.

In gaming and film, non-skippable refers to sequences that must be watched, such as mandatory cutscenes or introductory sequences, which can affect player or viewer pacing and immersion. While non-skippable content helps ensure message delivery and revenue for creators and platforms, it is frequently cited as a source of viewer frustration and ad fatigue.

The term is part of a broader distinction between skippable and non-skippable content, which influences user experience design, monetization strategies, and platform policies. Reactions to non-skippable content vary, with supporters highlighting guaranteed exposure and critics pointing to potential churn and negative brand sentiment.

See also: skippable, non-skippable ads, pre-roll, mid-roll, cutscene.