YouTube ads can play even when your screen is paused now | [Video]

New York (CNN) — First, YouTube subjected viewers to longer unskippable ads. Now, not even pausing your screen will let users escape.

The Google-owned platform confirmed Thursday that it has “widely rolled out Pause ads to all advertisers.” When the video is paused, an ad will pop up on the side of the screen, according to social media posts.

“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,” a Google spokesperson said in a statement.

The Verge first reported the development.

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.

“Seriously @YouTube? You’re putting up ads when you pause a video now?,” one X user posted. Another user on Redditin all caps: “THIS IS THE MOST ANNOYING ‘FEATURE’ …