**The Growth of Pause Ads in Streaming Platforms**
Last week, Eddy Cue, Apple’s senior vice president, mentioned that the company has “no intentions” for an ad-supported version of Apple TV. However, a recent report underscores a rising trend among major streaming services to adopt ‘pause ads’—advertisements that display on-screen when a viewer halts a show or film.
### Netflix, Amazon, Disney, and Others Are Establishing ‘Pause Ads’ as Standard
Pause ads are becoming more prevalent across various streaming platforms. These ads are shown each time a viewer pauses their content, creating a novel advertising opportunity for services. According to Brian Steinberg from *Variety*, Peacock has delivered full-screen pause ads since its inception, while Netflix has rolled out commercials that take up either half or the entire screen during pauses. Warner Bros. Discovery is experimenting with full-screen pause ads globally, while Disney is examining a format called “Pause+,” which enlarges to full-screen only if the viewer chooses to do so.
Leading streaming platforms like Netflix, Amazon Prime Video, HBO Max, Disney+, and Peacock are acknowledging the advantages of pause ads. Reports suggest that both Amazon and Netflix have experienced heightened user interaction with pause ads in contrast to traditional video advertisements.
### 9to5Mac’s Perspective
This trend distinguishes Apple TV as it remains ad-free for the time being. Eddy Cue’s confirmation of the lack of plans for ads is reassuring for subscribers who favor an uninterrupted viewing experience. For other streaming platforms, pause ads may appear as a sensible strategy to persuade users to sign up for pricier ad-free tiers or to create additional revenue from current subscribers.
While certain viewers might find pause ads unappealing, the truth is that as long as ad-free choices are presented, streaming services may persist in seeking methods to optimize their advertising income.
### Conclusion
The advent of pause ads signifies a noteworthy transformation in how streaming platforms handle advertising. As competition escalates, services are in search of innovative strategies to engage viewers and boost revenue. While Apple TV sustains its ad-free condition, the streaming landscape keeps evolving, and it remains uncertain how long this will persist.
