YouTube has joined the ranks of platforms like DirecTV, Sling TV, and Hulu by introducing ads that appear when videos are paused. This new advertising method, known as “Pause ads,” turns the time when a viewer stops a video into a prime spot for advertisements, effectively using every second of attention to generate revenue.
A YouTube communications manager told The Verge that they’ve observed “strong advertiser and strong reviewer responses” since the Pause ads were “rolled out to all advertisers.” This marks a significant expansion of the ad format, which began testing in 2023 with a select group of advertisers.
YouTube’s chief business officer, Phillip Schindler, also emphasized the enthusiasm from advertisers about the new strategy. He revealed last April that companies were particularly drawn to the idea of capitalizing on paused screens, something that hadn’t been fully utilized on the platform before.
However, while advertisers may be thrilled, YouTube users have expressed their dissatisfaction. Reddit users were quick to post screenshots of the new ads appearing on their paused videos, and their reactions were far from positive. Some have described the move as intrusive, with one user remarking, “You pause for a break, and the ads never let up.”
@EmmyIvory (Emmy)
Twiiter Sep 18, 2024 https://x.com/EmmyIvory/status/1836618832363852024
The controversy doesn’t end with desktop users. Reports from mobile users indicate that these ads have begun showing up on the YouTube mobile app as well, further widening their presence. This has led to more complaints, as mobile users find the ads disruptive in an already ad-heavy environment.
Despite the backlash, Pause ads aren’t entirely new. Platforms like DirecTV and Hulu have already implemented this advertising strategy on their lower-tier subscription plans, where users see ads when their screens are paused. Amazon has similarly used lock-screen ads on devices like Fire tablets, and last May, the company announced its intentions to expand this approach to more living-room devices. This trend highlights a broader movement among tech giants to maximize ad exposure in any available space.
Are Paused Ads the Future of Streaming?
As YouTube continues to expand its advertising reach with Pause ads, it remains to be seen how users will ultimately respond. While other streaming services have successfully implemented similar ad formats, YouTube’s loyal audience might be less forgiving. With mobile ads now part of the equation, the line between convenience and commercial overload is becoming increasingly blurred.
