Google’s efforts to increase the amount of advertising on YouTube users’ screens have reached a new level. The latest change affects the video hosting client for smart TVs, where ads are now shown even when users intend to pause the main content.
New Ad Format on YouTube TV
Photos of the updated YouTube app for Android TV have surfaced on Reddit and X (formerly Twitter). When users pause a video, the content shifts to the left, making room for a new advertisement. Alongside the ad, buttons appear below for closing the banner or accessing more detailed information. The overall layout is designed to integrate the advertisement into the paused screen experience.
User Feedback and Testing Phase
Judging by the comments on social media, this new ad format is still in the testing phase, and it hasn’t been met with widespread approval from users yet. Many have expressed their dissatisfaction with having advertisements appear during paused moments, which were previously ad-free. Google has not yet confirmed when or if this feature will be fully implemented, but we’ll keep you updated on any developments.
Previous Changes to YouTube Ads
This isn’t the first time Google has introduced changes to its advertising strategy on YouTube, notes NIX Solutions. The company has already made it more difficult for users to skip ads and has started testing new methods to counter ad blockers. As Google continues to explore new ways to increase its ad revenue, these changes may indicate the direction future updates will take.