Written By Lisa Murimi
YouTube has recently introduced “Pause ads,” a new feature that displays advertisements when users pause videos.
The platform, owned by Google, confirmed on Thursday that the feature is now available to all advertisers.
When viewers pause a video, an ad will appear on the side of the screen, allowing users to engage with brands without disrupting their experience.
Google described the update as a “seamless” improvement for viewers, claiming it enhances the overall ad experience on connected TVs.
A company spokesperson said it benefits both the YouTube ecosystem and advertisers by creating a less intrusive ad experience.
However, many users disagree, expressing frustration on social media platforms.
One user on X (formerly Twitter) said, “Seriously @YouTube? You’re putting up ads when you pause a video now?” Another Reddit user labeled the feature as “the most annoying yet.”
For those looking to escape the ads, YouTube offers a premium subscription service, priced at $13.99 per month, which removes ads entirely.
Despite the backlash, YouTube remains optimistic about the new feature’s profitability.
According to Google executive Philipp Schindler, the pause ads have shown promising results since their 2023 pilot launch, delivering strong brand lift and attracting premium pricing from advertisers.
