Design by Esther L

These days, using any device feels like entering a battlefield—except the enemies are ads, and they’re everywhere.  

I can barely unlock my phone without being bombarded by pop-ups for the latest must-have gadget that I didn’t even know existed five seconds ago. And don’t even get me started on streaming. What used to be a sanctuary of ad-free entertainment has turned into a never-ending commercial break, interrupted by the occasional show I actually want to watch. 

 Remember when Netflix was the cool kid on the block, proudly proclaiming “no ads, ever”? As someone who never had, and still doesn’t have Netflix, I used to be so jealous of all the kids who could binge-watch all their exclusive series without any ads, crushing out 20 episodes in a night. But as Netflix suggested bombarding its users with ads, I feel I’m not missing out on much. Recently, my holy grail Amazon Prime also introduced ads before every episode, with a premium, more expensive package if you want a peace treaty with the enemies. By the end of the ads, I don’t even want to watch the show anymore. 

 Ad breaks are sneaking into our beloved binge sessions, making us wonder if we’re paying for content or just an elaborate ad-watching experience with a side of TV shows. As a result, streaming services are becoming less about the content and more about making money. It’s making us consumers question if we want to continue paying for these services or switch to ad-free alternatives. 

 Even social media, once the place to catch up on the latest memes and friend drama, is becoming a minefield of sponsored content. I’ll be scrolling through my feed, laughing at a dog in sunglasses, when BAM—there’s an ad for dog sunglasses. Coincidence? I think not. Personalised ads pop up based on your browsing history, search terms, or purchase history, which is smart since companies get more sales by manipulating us into falling down their rabbit holes.  

 And then there are the really annoying ads—the ones that get under your skin and make you want to throw your device out the window. Take Spotify, for example. Just when you’re vibing to your favourite playlist, some high-pitched, off-tune singing cuts in with “Hey, Spotifyers!” It’s like they’re deliberately trying to ruin your day. Or those Hungry Jack’s ads that seem to think repeating the same offbeat jingle a million times will make you crave their burgers. Spoiler: it doesn’t. Instead, it just makes you want to swear off burgers for life. 

 In this new world of advertising overload, it feels like we’re constantly playing defence, trying to dodge the next ad ambush. And just when you think you’ve escaped, your smart TV decides to remind you that you’re not really in control. Because, let’s be honest, the only thing we’re binge-watching now is ads.