YouTube is reportedly rolling out a new ad format on smart TVs that shows ads when a video is paused. Although Google named this format “pause ads” when it was introduced earlier this year in May, there was no timeline on when the feature would be implemented. However, it seems like the feature is now being rolled out to a wider audience. Pause ads on YouTube are part of the company’s broader initiative to introduce new ad formats on TV screens to engage viewers without interrupting them.

As 9to5Google reports, users on Reddit and X (formerly known as Twitter) have noticed these ads appearing when they pause YouTube videos on their smart TVs. The new interface shows the paused video in a small window on the left side of the screen, while an ad appears on the right. The ad space is labeled “Sponsored,” with the advertiser’s name and logo, followed by the ad content and buttons that allow users to dismiss the ad or get more information.

Earlier, when Google talked about this new ad approach, it described the format as “seamless” and a way for brands to connect with viewers without interrupting them. This is part of YouTube’s ongoing effort to find innovative ways to integrate ads into its content, especially on smart TVs, where traditional ad formats may not be as effective. Over the past year, YouTube has been testing several new ad types, including longer non-skippable ads, advertiser-branded QR codes, and picture-in-picture ads for live videos. The introduction of pause ads aims to capture viewers’ attention in moments when they are still engaged with the platform, even if they are not actively watching.

For users without a YouTube Premium subscription, this change emphasises YouTube’s continued push towards monetising its content through advertising. However, if users wish to remove ads, YouTube does offer a Premium subscription. As of August 2024, YouTube Premium plans in India are as follows:

Individual plan: Rs 149 per month
Family plan: Rs 299 per month
Student plan: Rs 89 per month
Annual individual prepaid: Rs 1,490
Quarterly Individual Prepaid: Rs 459
Monthly Individual Prepaid: Rs 159

These YouTube subscription prices apply to both new and existing subscribers. Once subscribed, YouTube Premium offers ad-free viewing, background play, and offline playback. Notably, background play is on by default for YouTube, YouTube Music, and YouTube Kids, but users can turn it off in their settings.