YouTube is updating mid-roll ads to make them less disruptive. Starting May 12, 2025, ads will appear at natural break points like pauses and transitions rather than in the middle of sentences or actions.

YouTube is testing picture-in-picture ads for live streams.

TikTok has been implementing mid-roll ads. While watching longer videos, over a minute, some users are being served ads during the videos, typically towards the end. In these cases, a pop-up appears at the top right of the video with a countdown for the ad to start. The ad then starts playing with the option for users to skip it. After skipping or letting the ad play through, the video continues.