YouTube introduces pause screen ads, adding to user frustration

YouTube has introduced a new advertising feature where ads appear on the screen when you pause a video, a move that mirrors similar strategies already implemented by streaming platforms like Hulu, DirecTV, and Sling TV.

This feature, known as "Pause ads," has been rolled out to all advertisers after initial testing in 2023, with YouTube citing strong interest from advertisers.

The company sees it as a less disruptive way of advertising, as the ads only appear when the video is paused rather than during active viewing.

According to YouTube’s communication manager Oluwa Falodun, the platform has seen positive feedback from advertisers and has now made the feature available to all.

However, YouTube’s viewers have voiced their displeasure, with many taking to platforms like Reddit to express frustration over the increasing number of ads.

Users shared screenshots of the ads appearing on their paused screens, showing that this feature is now becoming widely visible across both desktop and mobile versions of YouTube.

The introduction of pause screen ads adds to the already growing list of frustrations that many YouTube users have with the platform’s ad-heavy experience.

Recently, YouTube has increased the number of longer, unskippable ads, prompting more users to turn to ad blockers.

In response, YouTube has developed technology to detect ad blockers and discourage their use.

Now, with pause screen ads added to the mix, the pressure on viewers is growing, and many may feel forced to opt for YouTube’s Premium subscription to enjoy an ad-free experience.

Pause screen ads aren't a new concept in the streaming world.

Services like Hulu and DirecTV have long employed similar tactics on their lower-tier subscription plans, where ads are shown during pauses.

Even Amazon products, such as Fire tablets, display ads on lock screens as part of their advertising strategy.

Sling TV also introduced pause screen ads in July, giving users the option to turn them off via the settings menu.

YouTube, however, is betting that the ads will not be seen as too intrusive, as they only appear when the video is paused, a time when viewers are not actively watching content.

Despite YouTube’s claims of providing a "less interruptive" experience, viewers are increasingly turning to ad blockers and subscription services to avoid the relentless wave of ads.

YouTube Premium, which starts at $13.99 per month, offers an ad-free experience along with other perks like offline downloads and access to YouTube Music.

But for those unwilling to pay, these pause screen ads are another reminder of the platform’s growing focus on monetisation.

Google’s Chief Business Officer Philipp Schindler previously shared that advertisers were enthusiastic about this new format during initial trials, finding the pause screen ads both lucrative and effective.

However, the same sentiment isn’t shared by many viewers, who already feel the platform is oversaturated with ads.

As more streaming services, including YouTube, turn to creative ways of integrating advertisements, it’s becoming increasingly clear that users will have to either accept these ads or pay to remove them.

In light of this, the shift towards ads on paused screens raises questions about the future of online content consumption.

While advertisers may love the extra visibility, many users are growing frustrated with the increased commercialisation of their viewing experience.

For now, it seems YouTube is committed to this new form of advertising, and only time will tell if it prompts a greater migration toward YouTube Premium.