Ads are considered the most annoying part of streaming platforms like YouTube, especially for users of free services. Despite this, many people are willing to accept ads because they provide creators with the money they deserve. However, playing ads when the video is paused can be overkill.
Pausing the video doesn't get rid of YouTube ads
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According to Gizmodo , in YouTube's latest earnings report, the company's leadership was pleased with the results of testing the ad-playing function with paused videos for the TV app, tentatively called Pause Ads. "Initial results show that Pause Ads are driving awareness for brands and can attract high prices from advertisers," said Philipp Schindler, senior vice president and chief business officer of Google.
If this information is correct, users will definitely feel uncomfortable when experiencing video content on YouTube. Before that, they felt frustrated when receiving more and more ads, especially many ads that cannot be skipped.
It's unclear at this point whether Pause Ads will be limited to the YouTube TV app or if they'll appear on smaller screens like smartphones and PCs. Either way, YouTube believes Pause Ads can provide "a unique, interactive moment when people pause videos." The only way users can avoid these ads is to sign up for YouTube Premium.
Using ad blockers also doesn’t help as the company gets more aggressive in its fight against them. Last October, the company began rolling out a new policy that restricts users from watching videos if they have an active ad blocker.
YouTube really wants you to watch ads, especially since they're the company's primary source of revenue outside of monthly subscription fees. In late October 2023, the company began rolling out a new policy that restricted users from watching videos if they had an active ad blocker, while also showing a button that entices users to sign up for YouTube Premium. The company explained that it decided to block ad blockers because they violate the platform's terms of service, saying that "ads support a diverse ecosystem of creators around the world that allows billions of users to access the content they love on YouTube."
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