Observed Signal · Sep 30, 2026 · Corporate Update · Source: TRG – The Reach Group · Impact: 2/5
Pause Ads: Warum YouTube das Format der Wahl ist
This TRG blog post analyzes YouTube Pause Ads as a connected TV advertising format in Germany. It argues YouTube offers cheaper pricing and more flexible programmatic buying via DV360's non-guaranteed deals compared to streaming rivals like Netflix, Prime Video, RTL+, and Joyn, which often require direct IO bookings or minimum budgets. The post cites studies on attention and brand recall, and notes YouTube TV viewing grew from 28% to 35% of YouTube watch time between January 2024 and December 2025. Future developments include Netflix programmatic pause ads from October 2026 and RTL+ from 2027.
This matters because pause ads are an emerging CTV format, and YouTube's flexible, low-cost programmatic access via DV360 could shift ad budgets away from traditional streaming sellers and linear TV in Germany.
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Key Takeaways & Evidence Grounding
- TRG's tests in Germany found YouTube Pause Ads cost a fraction of the prices quoted by major streaming sellers, whose rates sometimes exceeded €100 CPM.
- YouTube Pause Ads can be bought programmatically via DV360 as guaranteed or non-guaranteed Instant Deals, with no fixed volume or minimum budget for the non-guaranteed deal in TRG's test.
- Per Google, 21 million people in Germany aged 16+ used YouTube on TV at least once a month as of September 2024.
- The share of YouTube viewing time on TV grew from 28% to 35% between January 2024 and December 2025 across 20 markets.
- Netflix announced programmatic Pause Ads for UK and EMEA from October 2026; RTL+ plans to offer them programmatically from 2027.
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Connected Companies & Entities
“TRG is the author of the blog post and conducted its own tests of YouTube Pause Ads in Germany, comparing prices and booking conditions.”
“Netflix offers Pause Ads mainly via direct booking or private deals with five-figure minimum budgets and announced programmatic Pause Ads fo...”
“Joyn introduced Pause Ads in Germany in May 2026 and sells them directly or programmatically via The Trade Desk as Programmatic Guaranteed.”
“RTL+ currently sells Pause Ads via insertion order only and plans to offer them programmatically from 2027.”
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