On YouTube, we went from a banner on the video to a few seconds of a video before to multiple ads before the video to multiple ad pauses even on relatively short videos (under 10 minutes). Add to that the sponsored sections of the video itself, which are added by the content creator, and other ads (stores, tickets, etc) that sometimes YouTube adds under the video even if you pay for premium.
Google Search pages used to have one or two ads at the top, with a different background colour than search results. Now sometimes I have to scroll down to see organic content, because sponsored content fills my screen.
I don't think I'm entitled to have access to all this for free, but we went too far... and so I use an adblocker on all my devices.