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

Purpose This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, 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 nonskippable 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/value 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.