YouTube has confirmed the global rollout of a new ad feature called ‘Pause Ads’, which appears when users pause a video. The development was revealed by YouTube’s communications manager, Oluwa Falodun. Here’s everything you need to know.

The cited source told The Verge that advertisers have shown keen interest in this format, leading to its wider release. The concept was initially successful with limited advertisers in 2023, prompting YouTube to expand it across the platform. Pause ads allow brands to engage with viewers during moments of inactivity, particularly on smart TVs, where traditional ads may not be as effective.

“Since we’ve seen strong advertiser and strong viewer response, we’ve rolled out pause ads broadly for all advertisers,” he added.

YouTube claims that this new ad format is designed to provide a “less disruptive” experience. Over the past year, YouTube has experimented with various ad formats, including longer unskippable ads, branded QR codes, and picture-in-picture ads for live videos. Pause ads are the latest innovation in YouTube’s strategy to monetize its platform even during brief pauses in video playback.

For users in India who want to avoid these ads, YouTube Premium offers an ad-free viewing experience. As of September 2024, YouTube Premium price in India includes an individual plan at Rs 149 per month, a family plan at Rs 299 per month, and a student plan at Rs 89 per month. There are also prepaid options like an annual individual plan at Rs 1,490, a quarterly plan at Rs 459, and a monthly prepaid plan at Rs 159.

It is worth noting that new users will also get some free plans on YouTube Premium, which will be either for 3 months or for 1 month. Keep in mind that this offer will be visible only to those who have never used YouTube Premium from their Google account.