YouTube has introduced a new type of advertisement called "Pause ads," which will display ads when a video is paused.
This change comes as part of the platform's ongoing effort to increase ad revenue, following a pattern of longer unskippable ads that have frustrated many users.
Youtube Rolls Out Pause Ads
On Thursday (September 19), YouTube officially announced that these Pause ads are now available to all advertisers on a wide scale. According to a spokesperson from Google, the parent company of YouTube, this new ad format offers users a "smooth experience" and gives brands a chance to provide more in-depth insights.
The ads will appear on the side of the screen when a viewer pauses a video. The goal, according to Google, is to offer a less disruptive viewing experience by reducing ad interruptions during the actual video playtime.
However, users on social media platforms like X (formerly Twitter) and Reddit have expressed frustration over this latest feature, calling it "annoying" and a further intrusion on their viewing experience.
According to CNN, the option to remove ads entirely is available through YouTube Premium, a subscription service that costs about $13.99 per month. YouTube Premium provides an ad-free experience for users who prefer not to see any interruptions during their viewing sessions.
This move toward Pause ads isn't entirely new to the streaming industry. Other platforms like Hulu and AT&T's DirecTV have also used similar methods, displaying ads when viewers pause their screens.
Amazon, for instance, has long incorporated ads into its devices, such as showing ads on the lock screens of Fire tablets. Recently, Amazon announced its plans to expand advertising on living-room devices, according to their official blog.
YouTube began testing Pause ads in 2023 on connected TVs (CTV), which stream content over the internet. During an earnings call, Google and YouTube's sales chief, Philipp Schindler, revealed that the pause ads had been successful, though the company did not provide detailed financial data.
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People React to New YouTube Ads
Schindler also mentioned that advertisers were enthusiastic about this new ad concept, with many seeing it as a way to engage users while minimizing disruptions during actual viewing time, according to Engadget.
Reddit users have shared screenshots of the new ads, and the reactions are overwhelmingly negative. The new ads don't just appear on YouTube's website; users have also reported seeing them on the YouTube mobile app.
Despite the backlash, YouTube seems committed to rolling out the ads on a broader scale, especially after positive feedback from advertisers during the testing phase.
While YouTube has touted Pause ads as a "seamless" way to present marketing content, there's no indication that the standard pre-roll and mid-roll ads—the ads that play before and during videos—will become less frequent.
YouTube is increasing the number of ads shown between videos as part of its strategy to boost revenue from users who opt for the free version of the platform.
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