Philo introduces ads to pause screens as a way to generate revenue
Philo introduces ads to pause screens as a way to generate revenue
The live TV streamer has a new way to monetize its content, but customers may not be all that thrilled.
Streaming services are constantly on the lookout for ways to increase revenue. Price increases are a sure way to bring in more money, but they also risk viewers revolting and cancelling their subscriptions. Philo has found another way to boost its income, launching pause ads to help capture audience attention.
Key Details:
- Did you catch that?: Philo is introducing pause ads.
- All over: Pause ads are now available across Philo’s full ad-supported footprint.
- Effective solution: Philo cites data that says 54% of pause sessions last between one and five minutes.
Philo’s pause ads have now rolled out across its full ad-supported footprint, with live and on-demand content included. In its press release, Philo says it is among the first in television to bring pause ads to market both programmatically and through direct activation at the same time. The streamer has worked with partners like Magnite, Kargo, and others to bring pause ads to viewers.
The release also cites data from eMarketer, which states that 54% of pause sessions last between one and five minutes, leading to greater opportunities for advertisers to capture viewer attention. Many ads will feature interactive elements like QR codes, which boost viewer engagement with the ads.
“We built our pause ads product to help increase ad effectiveness without jeopardizing the viewing experience,” Philo ad executive Kyle Turner said. “The goal was to capitalize on a passive viewing experience that is controlled by the user while also creating a technical solution that allows an advertiser multiple access points, direct or programmatic.”
Audiences may not be too thrilled at the launch of pause ads on Philo, but the streamer is only following the lead of other streamers. Sling TV launched pause ads in 2024, as did Fubo. Roku has used pause ads for years as well, and spread them to additional programming in 2025.
“Advertisers are increasingly looking for high-attention moments that can be activated seamlessly across premium streaming environments,” Kargo VP Tal Almany said. “Philo’s pause ads offering delivers on that opportunity while helping advance a more standardized approach to programmatic activation. We’re proud to collaborate with Philo on bringing innovative, viewer-friendly ad experiences to market and expanding what’s possible in CTV.”
Philo
Philo is a live TV streaming service designed for entertainment lovers, offering flexible ways to watch without the high price of traditional TV bundles. The service now features two paid plans — Essential and Bundle+ — alongside its existing free streaming offering, giving customers a range of options depending on how much live and premium content they want.