YouTube is already far ahead on that front.
I remember when any ad over 15 seconds was skippable after 5. Now, if I turn adblock off, I may receive dual minute-long unskippable ads, even less than 5 minutes apart on an hour long video.
It’s actually more egregious than cable TV
If you bought CSGO, you automatically got access to prime mode when the game went free to play.
It’s a separate matchmaking pool that puts you in servers filled with only other people who also bought the game, substantially reducing the likelihood of encountering cheaters and bots who just make endless free accounts.
This also carries over into CS2 as far as I’m aware.