Google has found a new way to monetize the user experience: turning paused YouTube videos into ad space. A YouTube communications manager told The Verge that since rolling out Pause ads to all advertisers, they’ve received positive feedback from both advertisers and reviewers.
YouTube first began testing the idea of showing ads on paused screens with select advertisers in 2023. Google’s head of business development Phillip Schindler said in April that advertisers were happy with the new ad concept. However, YouTube viewers are not as happy.
Reddit users have shared screenshots of the new pause screen ads, and the response to them has been overwhelmingly negative, with many users stating that seeing ads on paused screens is annoying.
These ads are also seen on the YouTube mobile app
Advertisements appearing on paused videos aren’t limited to the YouTube website. According to site users, ads also appear on YouTube’s mobile app when videos are paused.
Pause screen ads aren’t a new concept. Some streaming platforms, such as AT&T’s DirecTV service and Hulu, show ads to users with lower subscription levels while they’re paused. Similarly, some products, such as Amazon’s Fire tablets, also show ads on the lock screen. Amazon announced in May that it planned to expand advertising space on living room devices.
This new advertising strategy is likely to appeal to advertisers, but it’s unlikely to be well-received by users. YouTube is constantly improving its ad display policies, but it’s questionable how this will affect viewers in the long term.