How Streaming Services Are Making Money From Your Pauses

Have you ever wondered what happens when you pause your favorite show on Hulu, Peacock, or Max? You might think that nothing much is going on, but in fact, you are being exposed to a new type of advertising that is designed to catch your attention without annoying you too much.

These ads are called “pause ads” and they only appear a few seconds after you stop the action on your own. They are usually related to the theme of the pause, such as taking a break, having a snack, or going to the bathroom. For example, you might see an ad for Charmin toilet paper with the slogan “Enjoy the go” or an ad for Kit Kat candy bar with the message “Have a break”.

Pause ads are not new, but they are becoming more popular among streaming services that offer cheaper ad-supported versions of their subscriptions. These services need to find new ways to generate revenue without driving away customers who hate traditional commercials. Pause ads are seen as a less intrusive and more creative option that can appeal to viewers who are already engaged with the content.

According to Variety, Hulu has been experimenting with pause ads since 2018 and has increased their frequency since July 2023. Peacock launched with pause ads in 2020 and Max introduced them in 2022. Other streaming platforms might follow suit in the future, as they compete for more subscribers and advertisers.

Pause ads could also evolve into more interactive and immersive experiences, such as videos, games, or quizzes that viewers can choose to engage with or ignore. Some advertisers might even offer rewards or discounts for participating in these activities. However, these features would have to be clear and easy to use, as viewers might not want to switch between two different video formats.

What do you think of pause ads? Do you find them annoying or helpful? Do you prefer them over regular commercials? Let me know in the comments below and don’t forget to share this post with your friends!