Do not pause YouTube videos if you don't want to see ads, Google reveals

YouTube has confirmed the global rollout of a new advertising feature called 'Pause Ads,' which appears when users pause a video. This development was revealed by YouTube's communications manager, Oluwa Falodun. Here is everything you need to know.

In Short

• YouTube has confirmed the global rollout of a new advertising feature
• People will now see ads when they pause a video
• YouTube claims that this new ad format is designed to offer a “less interruptive” experience

YouTube has confirmed the global rollout of a new advertising feature called 'Pause Ads,' which appears when users pause a video. This development was revealed by YouTube’s communications manager, Oluwa Falodun. Here is everything you need to know.

The cited source told The Verge that advertisers have shown strong interest in this format, leading to its wider release. Initially piloted in 2023 with a limited group of advertisers, the concept proved successful, prompting YouTube to expand it across the platform. Pause Ads allow brands to engage with viewers during moments of inactivity, particularly on smart TVs, where traditional ads might not be as effective.

"As we’ve seen both strong advertiser and strong viewer response, we’ve since widely rolled out Pause ads to all advertisers," he said.

YouTube claims that this new ad format is designed to offer a “less interruptive” experience. Over the past year, YouTube has experimented with various ad formats, including longer unskippable ads, branded QR codes, and picture-in-picture ads for live videos. Pause Ads are just the latest innovation in YouTube’s strategy to monetise its platform, even during brief pauses in video playback.

For users in India who wish to avoid these ads, YouTube Premium offers an ad-free viewing experience. As of September 2024, the pricing for YouTube Premium in India includes an individual plan for Rs 149 per month, a family plan for Rs 299 per month, and a student plan for Rs 89 per month. There are also prepaid options such as an annual individual plan for Rs 1,490, a quarterly plan for Rs 459, and a monthly prepaid plan for Rs 159.

It is worth noting that the new users will also see some free plans on YouTube Premium, which will either be for 3 months or 1 month. Do keep in mind that the offer will only be visible to those have never used YouTube Premium using their Google account.