YouTube Ads Will Now Play Even When Your Video Is Paused

YouTube has taken its advertising efforts to a new level, following its recent implementation of longer unskippable ads. The platform now displays ads even when users pause their videos.

Confirming the rollout on Thursday, the Google-owned company announced that “Pause ads” are now available to all advertisers. When users pause a video, an ad will appear on the side of the screen, disrupting any brief reprieve viewers might have expected.

A Google spokesperson described the change as “seamless for viewers” and an opportunity to engage more effectively with brands. “It’s been a beneficial update for the entire YouTube ecosystem and one of the elements of the modern CTV (connected TV) ads experience,” the spokesperson added. The news was first reported by The Verge.

While YouTube claims the update offers a less intrusive experience, social media users have expressed frustration with the inescapable nature of the new ads. This comes amid increasing criticism of the platform for bombarding viewers with more ads.

For those looking to avoid ads altogether, YouTube Premium offers an ad-free experience for $13.99 per month, making it a go-to solution for frequent users.

The introduction of pause ads was first tested in 2023, primarily on internet-connected TVs (CTV). Philipp Schindler, the head of sales for Google and YouTube, noted during an Alphabet earnings call that the feature gained significant traction during the pilot phase.

Although the company did not disclose detailed financial figures, it confirmed that the new ad format has been profitable.