There’s no avoiding it: YouTube ads will now play — even when the video is paused

KUALA LUMPUR, September 22 — You may have noticed that YouTube ads are now longer and unskippable.

No, you can’t imagine that.

The platform now displays ads even when a user pauses a video.

The Google-owned company announced Thursday that its “pause ads” feature is now available to advertisers, with an ad that will appear when a user pauses a video, dashing any hopes of a temporary respite from the ad avalanche.

A Google spokesperson described the change as “seamless for viewers” ​​and an opportunity to engage with brands more effectively.

“This was a positive update for the entire YouTube ecosystem and part of a modern connected TV (CTV) advertising experience.”

The news that was first reported by Edge YouTube claims it’s a less intrusive experience — but social media users have vented their frustration with the inescapable nature of the new ads, adding to an increasingly vocal backlash against the platform for bombarding its viewers.

Your only escape? YouTube Premium, an ad-free experience for RM20.90 per month, down from the previous price of RM17.90.

The family plan, which previously cost RM33.90 per month, now costs RM41.90, while students now pay RM12.90 instead of RM10.90.

The first tests of pausing ads were conducted in 2023, mainly on connected TVs (CTV).

Philipp Schindler, head of sales at Google and YouTube, noted during Alphabet’s earnings conference call that the feature gained significant traction during its pilot phase.

While the company did not disclose detailed financial figures, it confirms that the new advertising format has proven profitable.