YouTube ads surface in subscriptions feed as side-by-side ads hit more live content

YouTube is rolling out beta side-by-side ads for live streams, keeping the video playing while muting audio during ad breaks.

Users are also reporting new Sponsored ads appearing in the subscriptions feed.

The changes expand ad inventory across key YouTube surfaces, including places many users expect to be relatively ad-light.

That could affect viewer experience and engagement, especially on live content and in the subscriptions feed.