YouTube Introduces ‘Pause Ads’ in Latest Ad Expansion, Sparking Viewer Backlash
YouTube has rolled out a new ad feature that displays advertisements even when videos are paused, further frustrating users already dealing with unskippable ads. The Google-owned platform confirmed on Thursday that its new “Pause ads” are now available to all advertisers, appearing on the screen’s side whenever a video is paused.
A Google spokesperson described the update as “seamless” for viewers, adding that it enhances brand interaction without interrupting the viewing experience. “This is part of the modern connected TV ads experience and has proven beneficial for the entire YouTube ecosystem,” the spokesperson said in a statement.
The Verge first reported the rollout, which has since been met with complaints on social media. Many users have expressed frustration at what they see as an intrusive new feature. One user on X (formerly Twitter) wrote, “Seriously @YouTube? You’re putting up ads when you pause a video now?” Another Reddit user, venting in all caps, called it the “most annoying ‘feature’ yet.”
While YouTube promotes its premium subscription service—offering an ad-free experience for $13.99 per month—many users feel the increasing number of ads is becoming too disruptive.
According to Philipp Schindler, Google’s Chief Business Officer, the “pause ads” were first introduced in 2023 as part of a trial on internet-connected TVs. Speaking during an earnings call, Schindler noted that the ads have generated positive results for brands and yielded strong financial returns for YouTube.
However, the move continues to fuel debates among users about the platform’s growing ad presence, with many asking if convenience is being sacrificed for profitability.
