YouTube’s New Pause Ads Annoy Viewers, Push Premium Subscriptions

YouTube has added a new layer of advertising to its platform, and users are not happy about it. The platform now plays ads even when a video is paused, much to the dismay of viewers who were already frustrated by longer, unskippable ads. This latest update means that pausing your screen won’t free you from the ads, as a new pop-up will appear, typically on the side of the screen.

On Thursday, YouTube confirmed that it had “widely rolled out Pause ads to all advertisers,” allowing them to reach viewers during a video pause. The new feature was first reported by The Verge, and it has not been well received by users on social media, with many voicing their complaints.

Google’s Explanation for Pause Ads

Google claims this update benefits viewers as well as advertisers. A spokesperson for Google described the ads as “seamless” and said they provide viewers with a chance to learn more about a brand without interrupting the video. “This is a beneficial update for the entire YouTube ecosystem and one of the elements of the modern Connected TV (CTV) ads experience,” the company stated.

Despite this, viewers are expressing their frustrations. One user on X (formerly Twitter) sarcastically asked, “Seriously @YouTube? You’re putting up ads when you pause a video now?” Another Reddit user expressed their anger by calling it the “most annoying feature yet.”

Growing Frustration Over Ads on YouTube

Ads on YouTube have been an ongoing source of frustration for many users, especially as the platform has increased the length and frequency of unskippable ads. Now, with pause ads being rolled out, it seems that even taking a break from the video won’t stop the ads from coming.

For users tired of these interruptions, the only option is to upgrade to YouTube Premium. The premium subscription, which costs about R270 per month (R13.99 USD), offers an ad-free experience along with additional features like offline viewing and background playback.

The Business Behind Pause Ads

Google’s Philipp Schindler, who oversees sales for Google and YouTube, said during an Alphabet earnings call that YouTube had seen “strong traction” when it first introduced pause ads in 2023 for smart TVs. Schindler noted that these ads have been profitable for the company. Although YouTube hasn’t provided specific figures, Schindler revealed that the ads are driving “strong brand lift results” and command premium prices from advertisers.

As YouTube continues to push new ad formats, it’s clear that the platform sees them as an essential revenue stream. However, for users, these changes only seem to be making the experience more frustrating, pushing many to consider the paid premium option as the only escape.