As users of original content increasingly express their discomfort, platforms seem to be setting themselves up for failure, despite the financial investments made by their audiences.
Recently, one frustrated user took to social media to share their dissatisfaction with iQIYI, stating, “I can’t stand the full-screen ads after pausing my membership.” In response, iQIYI’s customer service explained that although membership benefits reduce some pre-video ads, users will still encounter different types of advertisements while using the service. They noted, “Ads that appear after pausing cannot be closed; they go away once you click ‘continue watching.’ We’ve assigned a dedicated team to address these issues.”
This complaint struck a chord with many online users, particularly the notion of “ads upon pause,” which resonates with a wide range of viewers, including paying members. Influential figure Luo Yonghao even weighed in on Weibo, asking, “What kind of product manager designs this?” It raises the question of whether such design choices are indeed driven by product managers or if they stem from the company’s overarching business philosophy and a misunderstanding of user needs.
Let’s think about it: Who pauses a video to watch an ad? Typically, when a user hits pause, it’s to attend to something briefly, scrutinize a specific frame, or take a screenshot—only to be interrupted by an ad that disrupts their intent and may even tempt them to click on it.
With the rise of short videos, traditional long-video platforms are facing significant profitability challenges. While users are generally okay with platforms generating revenue, they don’t want to feel manipulated in the process. Boot-up ads previously sparked significant backlash, and when regulatory changes reduced such interruptions, platforms simply found new ways to insert ads—like during pauses—that leave consumers feeling exasperated.
User experience during content viewing is crucial, and persistent annoyances, such as ads that pop up during pauses, could push viewers to a breaking point where they consider leaving. Some users have even suggested that their frustrations might lead them to seek out pirated content. Here lies a critical question: Does this ecosystem genuinely protect original content?
In recent years, the proliferation of ads—whether they are opening ads, in-show placements, closing ads, or interruptions during pauses—has become a considerable nuisance for users. Just recently, iQIYI faced criticism when basic members discovered they couldn’t skip a 120-second opening ad. The various membership tiers often confuse users about what level of “prestige membership” is needed to enjoy a truly ad-free experience, leaving them bewildered by unexpected advertising interruptions.
Ultimately, advertisements should not obstruct the enjoyment of video content. The concept of an “ad fortress” is unlikely to create a healthy environment for protecting intellectual property or fostering sustainable profits. As the experience of consuming original content grows more cumbersome and frustrating, platforms risk alienating their users to an irretrievable point. Once consumers decide to leave, regaining their trust becomes a monumental challenge; only genuine practices will earn their loyalty.
In the British series “Black Mirror,” one episode depicts a future where people navigate an “advertisement era,” earning points—similar to digital currency—by cycling and watching ads, with those nearing a low point forced to consume even more advertisements. This dystopian vision underscores the reality most of us want to avoid, emphasizing the critical need to prevent such a future from materializing, starting now.
