Disney+ Hotstar on Monday introduced the ‘pause ads’ features exclusively for its Connected TV (CTV) feed.

The platform has become the first in the country to introduce such a feature. The move is in line with the platform’s commitment to unique advertising solutions, The Economic Times reported yesterday.

“We are thrilled to introduce another industry-first offering for our advertisers. The response to our CTV ads has been overwhelmingly positive. The launch of pause ads has generated significant excitement among our clients in the CPG, FMCG, F&B, and Auto sectors, Marico, Mondelez and ITC have been amongst the early adopters. We will continue to innovate and bring best-in-class solutions to our advertisers,” said Dhruv Dhawan, head of ads at Disney+ Hotstar.

Users pause content four to five times a day, with 90 percent of these lasting less than ten seconds. Pause ads will integrate advertisements into the user-initiated breaks.