Listen to our conversation on YouTube’s new ‘Pause Ads.’ Annoying or no big deal?

YouTube has rolled out a new advertising format that has quickly drawn attention: ads that appear when users pause a video. First announced in May 2024, these “pause ads” are now showing up on YouTube’s TV platform, marking a significant change in how ads are delivered to viewers. While YouTube frames this as a “less interruptive” experience, the introduction of ads on pause has sparked debate among both users and advertisers.

A New Frontier in Ad Delivery

The concept behind pause ads is simple: when users pause a video, an ad appears in the corner of the screen. This format mimics similar features introduced by streaming platforms like Hulu and AT&T, but it marks a notable departure for YouTube, which traditionally focused on in-video ads. The ads, at least for now, appear as a small block next to the paused video, allowing viewers to dismiss them or click for more information.

According to YouTube’s communications manager, Oluwa Falodun, this move was driven by a positive reception from advertisers and viewers during early trials. “As we’ve seen both strong advertiser and viewer response, we’ve since widely rolled out pause ads to all advertisers,” Falodun told The Verge. The format is designed to be less intrusive than traditional pre-roll or mid-roll ads, with YouTube claiming it could reduce the number of ads that disrupt viewing experiences. However, there has been no official confirmation from YouTube that pause ads will replace other ad formats, leading to concerns that viewers could be subjected to even more frequent advertising.

A Lucrative Opportunity for Advertisers

For advertisers, pause ads present an enticing opportunity. Google’s Chief Business Officer Philipp Schindler highlighted the potential of the format back in April, describing it as a “new non-interruptive ad format that appears when users pause their organic content.” The ability to capture viewers’ attention without cutting into the video itself has proven attractive to brands seeking new ways to engage users.

In fact, Schindler noted that the early tests of pause ads were a “big hit” with ad firms, generating strong returns for both advertisers and YouTube. The platform’s vast reach—particularly on Smart TVs—offers advertisers a new window to engage users who may otherwise look away or leave the room during traditional ad breaks. “We’re seeing very positive signals that advertisers are keen to embrace this format because it’s non-intrusive yet still highly visible,” Schindler said.

User Reaction: A Divided Audience

While YouTube and advertisers might be enthusiastic about the new format, user response has been less positive. Discussions on platforms like Reddit and Twitter have been flooded with complaints from users who feel inundated by the growing number of ads on YouTube. One Redditor, JuICyBLinGeR, expressed frustration, writing, “Right now YouTube sees their customers as human-sized piñatas with the amount of adverts we endure daily.”

Now confirmed by YouTube. And it's an easy way to drive more revenue -> YouTube confirms your pause screen is now fair game for ads

"YouTube claims that the pause ads are actually designed to let the company offer you a “less interruptive” experience, but it didn’t tell us that… pic.twitter.com/wipoNRGlbF

— Glenn Gabe (@glenngabe) September 19, 2024

For many, the new pause ads feel like yet another instance of YouTube pushing its free-tier users toward purchasing YouTube Premium, the ad-free subscription service. “YouTube Premium—don’t like the smell? Then pay us to stop shitting in the corner,” quipped another user, capturing the sentiment that YouTube’s ad model is becoming increasingly burdensome for non-paying users. Some users, like ImHeartless666, have even considered abandoning the platform altogether, citing the overwhelming ad presence as a driving factor.

Despite these complaints, the reality is that YouTube’s dominance in online video content leaves users with few alternatives. As KryptikAngel put it, “There’s no competitor that comes close to YouTube’s catalog. The only thing we can do is use ad blockers.”

YouTube Premium: The Escape Route?

One solution for viewers tired of ads is YouTube Premium, which offers ad-free viewing, offline access, and other perks for $13.99 per month. The growing number of ads—now including pause ads—has pushed more users to consider upgrading to Premium. For some, the service is worth the investment. East_Article_1581, a Reddit user, commented, “I pay for Premium so I get no ads, and I watch it more than regular TV, so it’s worth it for the price.”

Welp @YouTube has made it so that any time you pause a video, it hits you with an ad. 👍 How does that even work? Do the creators get paid for every link that appears over the comment section? pic.twitter.com/Bvo93qbgXY

— Emmy 💚 (@EmmyIvory) September 19, 2024

However, not everyone is sold. Critics argue that the increased ad load is a calculated strategy to funnel users into paying for Premium. “It’s almost getting so annoying I’m considering stopping using YouTube altogether,” another user lamented, reflecting the growing frustration among non-Premium subscribers.

A Growing Trend in Streaming

YouTube’s introduction of pause ads is part of a larger trend in the streaming world, where companies are increasingly experimenting with new ways to deliver ads. Pause ads have already been implemented by Hulu, AT&T, and more recently, Sling TV, making it clear that this ad format is gaining traction across the industry.

“These types of ads are becoming more common because they strike a balance between visibility for advertisers and a relatively low disruption for viewers,” said advertising expert Ben Schoon. “While ads on pause may seem like a small change, it reflects a larger shift in how streaming platforms are monetizing their services.”

The Future of Pause Ads: More to Come?

As pause ads continue to roll out on YouTube, the question remains: will they improve the user experience by reducing other ad formats, or simply add to the growing number of interruptions viewers face? For now, the focus seems to be on expanding the feature, with YouTube testing other ad innovations like unskippable ads and advertiser-branded QR codes.

YouTube’s evolving ad strategy highlights a delicate balance between keeping its service free and providing value for advertisers, all while attempting to keep users engaged. Whether viewers will come to accept pause ads as a less intrusive option or push back remains to be seen. What is certain, however, is that YouTube’s approach to advertising is constantly evolving, and for the platform, the stakes are high.

As Schindler said earlier this year, “We’re just scratching the surface of what pause ads and other formats can do for both users and advertisers.” How that vision plays out will depend on how viewers react in the coming months and whether YouTube can manage to strike the right balance between monetization and user experience.