If you decide to pause a video on YouTube, don’t be surprised if an advertisement appears.

YouTube, owned by Google, has begun a broad rollout of “pause ads”—static ads that pop up on the screen when a video is paused—for all advertisers. These types of ads are already being utilized by various streaming services, and experts believe they offer a simple way for platforms like YouTube to generate additional revenue.

“They’re looking to place ads wherever possible,” explains Paul Hardart, a marketing professor at New York University. “The pause button presents a chance for advertisers, as your attention is momentarily idle, and they hope to capture a bit of it. Advertisers are willing to pay for that.”

What’s the reasoning behind YouTube’s pause ads?

YouTube’s move to implement pause ads follows a successful pilot program conducted on smart TVs in 2023. In April, Google Senior Vice President Philipp Schindler mentioned that these ads were “demanding premium prices from advertisers.” Although currently available mainly on smart TVs, YouTube is experimenting with these ads on various devices.

“This is a smooth experience for viewers, allowing them to engage with brands in a new way,” said YouTube spokesperson Oluwabukola Falodun in a statement sent via email.

This change aligns with broader industry trends where many platforms are increasingly relying on ads for revenue enhancement. For instance, Netflix introduced an ad-supported subscription tier in 2022, and earlier this year, Amazon Prime Video began showing ads to its basic-tier users.

As Hardart from New York University noted, “in the current content ecosystem, there are typically two ways to pay: you can either subscribe and pay with your money, or you pay by giving your attention.” He adds, “More and more platforms are transitioning to a model that incorporates both options.”

‘Users likely won’t leave’

While some YouTube users have expressed dissatisfaction with these new ads on online forums, Michael Smith, a professor of information technology and public policy at Carnegie Mellon University, believes “the benefits outweigh any downsides” for companies.

“Nobody is going to stop using YouTube because of this,” Smith shared with YSL News. “If anything, the worst that can happen is that users might choose to upgrade to the ad-free subscription, which also benefits YouTube financially.”

YouTube’s subscription plan without ads costs $13.99 a month, per their website.

Hardart also anticipates that viewers will adapt to the rise of pause ads “pretty fast.”

“While it might impact the viewing experience since it’s not what we are used to,” he explains, “we will get used to it. People will adapt and move on.”