Popular video streaming platform YouTube has announced new features and updates at its ‘Made on YouTube’ event recently. However, the biggest highlight of the event was the introduction of broadly rolling out a new capability for all advertisers to show ads even when a viewer pauses their video.
In a statement given to The Verge, YouTube's communication manager Oluwa Falodun stated, “As we’ve seen strong responses from both advertisers and viewers, we have widely rolled out Pause ads to all advertisers.” Google first tested this feature in beta with a smaller set of advertisers back in 2023.
This experiment turned out to be considerably lucrative for Google, and the company added that the Pause ad is a new “non-interruptive” format that appears when users pause what they are watching. This feature was first introduced with the YouTube app for TVs, and some users have now reported seeing it on their mobile apps.
While you could argue that Pause ads are less intrusive than regular advertisements considering most users aren't actively paying attention to the screen when they pause any video, still it shows the platform’s push to encourage users to use YouTube Premium paid subscription.
Further, YouTube has announced that creators will soon be able to organize their content into seasons and episodes, making it easier to locate specific videos of the uploader. Moreover, Creators can add preview videos on their channel page, which will start playing automatically when they open their YouTube channel link.
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