Update 19/09/24 04:58 pm (IST): Days after we reported about users beginning to see pause ads, YouTube’s comms manager, Oluwa Falodun, finally told The Verge that “As we’ve [YouTube] seen both strong advertiser and strong viewer response, we’ve since widely rolled out Pause ads to all advertisers.”
Original article published on September 10, 2024, follows:
It looks like YouTube is trying to whip up new ways to force viewers into subscribing to its Premium service. In May, we saw reports about YouTube planning to introduce “pause ads” where viewers would begin seeing ads when they paused videos on TVs. Well, it now seems like these pause ads are finally starting to appear in the wild.
Some users have taken to Reddit and X to highlight that they’re now seeing the new ad format. Here’s an image shared by a user who noticed the addition of the pause ad on their TV:
The ad appears on the right portion of the screen when you pause a video, with an option to dismiss it. Naturally, this has left many YouTube viewers frustrated. The OP on Reddit summed up the general sentiment, saying “Like bruh YouTube don’t you have enough ads already???”
Look, I’m part of the crowd that agrees YouTube Premium is easily one of the most useful subscriptions out there. However, there’s no amount of reasoning YouTube could provide to justify bombarding viewers with ads everywhere. Adding to the trouble is the fact that the platform is even cracking down on ad-blockers by using server-side injected ads to make them almost impossible to skip.
Apart from pause ads, YouTube is also set to bring 30-second unskippable ads on TVs. This means viewers will see one long ad rather than two 15-second ads consecutively. Some users are so frustrated with these decisions by YouTube that they’re even considering stopping using the platform altogether.
It will only get worse and not better.. The difference between forced ads on youtube on your tv or on your phone is night and day. For me, it will only motivate to not buy premium. But its almosy getting so annoying I’m considering to stop using YouTube all together. – Redditor
That said, these ads that appear when you pause the content don’t really interrupt the viewing experience as much as standard mid-roll ads or even ads before the video starts playing. So while the pause ads are bearable, YouTube might need to reconsider its ads’ strategy because it has been a disaster for a few years now.
What are your thoughts on the ads that will now appear when you pause videos on the YouTube app for TVs? Feel free to share your thoughts in the comments section below.
Featured image credits: Roaether / X
Dwayne Cubbins
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For nearly a decade, I've been deciphering the complexities of the tech world, with a particular passion for helping users navigate the ever-changing tech landscape. From crafting in-depth guides that unlock your phone's hidden potential to uncovering and explaining the latest bugs and glitches, I make sure you get the most out of your devices. And yes, you might occasionally find me ranting about some truly frustrating tech mishaps.
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