On the internet, when something is free, it typically means that users don't have to pay directly for access.
In most cases, free services rely on alternative monetization models such as advertising, data collection, or premium features. And YouTube, the popular video-streaming platform Google owns, uses all that.
Based on Google's massive collection of user data and preferences, which also include searches, and viewing habits, YouTube is able to show extremely targeted ads to specific users.
In other words, the platform uses user data to optimize ad targeting, ensuring advertisers reach their desired audience more effectively, to maximizes ad revenue for YouTube.
And here, in order to provide free content for free users, YouTube inserts ads into videos.
And this time, it has found another way to turn people's eyeballs into money.
And that is by turning paused YouTube videos into a new real estate for ads.
YouTube first started looking at using ads on pause screens in 2023 with select advertisers.
At the time, Google’s Chief Business Officer Phillip Schindler said that advertisers loved the new ad concept.
A YouTube communications manager added that the company is seeing "strong advertiser and strong reviewer responses" since they "rolled out Pause ads to all advertisers."
Because business is business, and that Google is increasing its reliance on YouTube for revenue due to how popular it is in pop culture and in the communities, YouTube starts pushing its Paused Ads to its website and mobile app.
"This is seamless for viewers and allows them to learn more about a brand. It’s been a beneficial update for the entire YouTube ecosystem and one of the elements of the modern CTV ads experience," added a Google spokesperson in a statement.
YouTube’s viewers aren’t as enthusiastic about the idea.
Though YouTube said the update creates a less interruptive viewing experience for viewers as well, users on social media bemoaned yet another inescapable ad on the platform.
it didn’t tell anything whether its normal ads will appear any less frequently as a result.
After unskippable ads and more frequent ads here and there, this Paused Ads just add more pain to the inflicted wound.
But what's worth noting, the concept is nothing new.
Pause screen ads have been around on various other streaming services, and are likely shown on those users who have lower tier subscription plans.
Those who wish to not see these ads, can subscribe to YouTube Premium.
By paying upfront, users can experience an ad-free YouTube, given the ability to download videos for offline viewing, and access to exclusive content (YouTube Originals), and background playback.
For those who want an uninterrupted experience or additional perks, YouTube Premium provides value for a monthly fee.