If you thought streaming TV shows would cut down on ads, there is bad news coming.

Hulu has revealed plans to introduce 'pause ads' in Q2 this year.

They will trigger an ad to play every time the user presses pause.

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Hulu has revealed plans to introduce 'pause ads' next year, which will display for 'a few seconds' every time the user hits the pause button.

HOW PAUSE ADS WILL WORK Hulu says the pause ad will let users pick their own breaks, instead of being shown ads at set intervals. Every time the pause button is hit, an ad lasting 'a few seconds' will run. Advertisement

'While TV viewing behavior has changed, TV advertising really has not,' Jeremy Helfand, vice president and head of advertising platforms for Hulu, told Variety in an interview.

'We have largely been watching the same commercial breaks from the second that TV advertising began, and there's a real opportunity to change that.'

Coca-Cola and Charmin will take part in the initial trial.

Helfand previously said the ads will help users by letting them choose 'a natural break in the storytelling experience.'

Helfand promised that long form ads won't be shown, with instead mini- ads being developed.

'I think you have seconds to deliver your message effectively,' he told Variety.

AT&T hopes to use the pause to lend new momentum to TV advertising.

The company, which owns DirecTV and U-verse, expects to launch technology next year that puts a full-motion video on a screen when a user decides to step away from the screen.

The Handmaid's Tale: Hulu has revealed plans to introduce 'pause ads' next year.

Last week AT&T has given new details about how it plans to take on Netflix.

In a meeting with investors, the telecom giant said it will launch a streaming service that offers three different tiers of subscriptions, each with different kinds of content.

The service hasn't yet been given a name, but AT&T expects to roll out a 'beta' version of it by the end of 2019.

The service would launch under WarnerMedia, AT&T's content arm that oversees HBO, CNN, TNT, TBS and Warner Bros. movie and television units.

WarnerMedia counts several popular shows as part of its library, such as the 90's comedy hit 'Friends' and the Aaron Sorkin produced drama 'The West Wing,' according to NBC News.

The new product will include three tiers of service: an entry-level package focused on movies, a premium tier with original programming and the highest tier will include existing content, as well as licensed content from other providers.