YouTube has introduced "Pause ads," a new feature that displays advertisements when users pause videos.
Google, which owns YouTube, confirmed on Thursday that the feature is now available to all advertisers. When viewers pause a video, an ad appears on the side of the screen, allowing users to interact with brands without interrupting their viewing experience.

Google described the update as a "seamless" improvement, claiming it enhances the ad experience on connected TVs. A company spokesperson stated that the feature benefits both YouTube's ecosystem and advertisers by offering a less disruptive way to show ads.

However, many users have voiced their frustration on social media. One user on X (formerly Twitter) commented, "Seriously @YouTube? You’re putting up ads when you pause a video now?" Meanwhile, a Reddit user called it "the most annoying yet."

For those seeking an ad-free experience, YouTube offers a premium subscription service for $13.99 per month.
Despite the negative feedback, YouTube remains confident about the feature's profitability. According to Google executive Philipp Schindler, pause ads have delivered strong brand lift and attracted premium pricing from advertisers since their pilot launch in 2023.