YouTube has now introduced a new form of advertising that users can’t avoid, even by pausing a video.
After rolling out longer, unskippable ads, the platform, owned by Google, confirmed on Thursday that it has “widely rolled out Pause ads to all advertisers.”
These ads appear on the side of the screen when a video is paused, as seen in various social media posts.
A Google spokesperson described the feature as “seamless for viewers” and explained that it allows users to engage more with brands while enhancing the YouTube experience.
“It’s been a beneficial update for the entire YouTube ecosystem and one of the elements of the modern CTV ads experience,” they said.
Many voiced frustration over yet another unavoidable form of advertising on the platform.
One user on X complained, “Seriously @YouTube? You’re putting up ads when you pause a video now?”
Another Reddit user, in all caps, stated: “THIS IS THE MOST ANNOYING ‘FEATURE’ (if you can even call it a feature) YET.”
While these pause ads may be irritating for some, YouTube offers an ad-free experience through its premium subscription, which costs $13.99 a month for individuals.
Philipp Schindler, a Google executive responsible for sales at both Google and YouTube, mentioned during an Alphabet earnings call that the company had seen “strong traction” after introducing pause ads in 2023 on internet-connected TVs for video streaming.
Although Google did not disclose specific financial results, it confirmed that the pause ads have been profitable.
“Initial results show that pause ads are driving strong brand lift results and are commanding premium pricing from advertisers,” Schindler shared during the call in April.
