YouTube is taking further steps to increase profits from users who don’t subscribe to YouTube Premium. The platform is testing a new ad format that flashes ads when the video is paused, and some users are upset.
YouTube started experimenting with its new ad format in the first quarter of 2024, and a wider roll-out was announced in April – without a specific timeline.
Now, some users on social media have started noticing the new ads and sharing their disappointment.
For some users, when they pause the YouTube video in full screen, the content shrinks, freeing some space to insert banners on the right of the screen. The new ads appear with a button to dismiss them or get more information about the advertisers.
“Seriously YouTube? You're putting up ads when you pause a video now? I am about to install a computer in place of the Fire Stick so I can have an adblocker. Your ads are getting ridiculous,” one annoyed user posted on X.
Seriously @YouTube? You're putting up ads when you pause a video now?
undefined RoÆther (@Roaether) September 6, 2024
I am about to install a computer in place of the fire stick so I can have an ad blocker... Your ads are getting ridiculous. pic.twitter.com/OT4JMduGTU
In a similar manner, one Reddit user expressed disappointment at seeing Dunkin ads when a video was paused: “Like bruh, YouTube, don’t you have enough ads already?”
For a while now, YouTube has been introducing more and longer ads on the platform for free-tier users, while also cracking down on the use of adblockers. Previously Philipp Schindler, senior vice president and chief business officer at Google, said that the new non-interruptive ad format demonstrated positive results.
The individual membership costs $13.99 per month in the US, €12.99 per month in Germany, or £12.99 per month in the UK. The paid subscription allows users to watch content ad-free, offline, and in the background.
Your email address will not be published. Required fields are markedmarked