Disney+ Hotstar launches pause ad feature for Connected TV feed

Disney+ Hotstar has launched an advertising feature for pausing ads exclusively for its Connected TV (CTV) feed, making it the first platform in the country to introduce this cutting-edge format.

On average, users pause content 4-5 times a day, with over 90 per cent of these pauses lasting less than 10 seconds. Pause ads offer a seamless, non-intrusive ad experience by integrating advertisements into these natural user-initiated breaks, the platform stated.