I hate ads but not the advertised brands: a qualitative study on Internet users’ lived experiences with YouTube ads

Research output: Contribution to journalArticlepeer-review


Purpose: This paper explores Internet users’ lived experiences with video ads, both skippable and non-skippable, while watching content on YouTube.
Design/Methodology/Approach: In-depth interviews were conducted with 22 participants.
Findings: The participants unanimously expressed dissatisfaction with YouTube ads. The dissatisfaction was directed to the platform but did not spill over to the advertised brand/product. Ethical concerns related to privacy also emerged. Specifically, with respect to non-skippable ads, the participants expressed dislike for forced viewing and explained how they would engage in extraneous activities during the ads. Nonetheless, they appreciated the flexibility offered by skippable ads. They also elaborated on how, why, and when they would skip/not skip skippable ads.
Originality: The findings are discussed in light of the literature on not only online advertising but also platform switching versus continuance intention, spillover effect, privacy-personalization paradox, and visual attention.
Original languageEnglish
Pages (from-to)39-56
Number of pages18
JournalInternet Research
Issue number1
Early online date16 Jun 2022
Publication statusPublished - 28 Mar 2023

Bibliographical note

© Emerald Publishing Limited. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details


  • ad skipping
  • online advertisement
  • online experience
  • privacy-personalization paradox
  • YouTube
  • YouTube marketing
  • skippable ads
  • video advertising

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