YouTube is ramping up its measures to combat ad blockers.
The platform has officially “launched a global effort” aimed at persuading users to either enable ads or consider subscribing to YouTube Premium, as stated by YouTube communications manager, Christopher Lawton, in a message provided to The Verge.
When users encounter a blockade by YouTube, they may be presented with a notification stating that “video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled.” This notification also contains a prompt encouraging users to allow ads or explore the benefits of YouTube Premium. While some users may receive reminders regarding YouTube’s stance on ad blockers, they may still have the ability to watch videos. However, an increasing number of users are experiencing complete blocks from YouTube.
YouTube had previously disclosed its intention to disable videos for users employing ad blockers back in June, characterizing it as a “small experiment on a global scale.” However, this initiative has now been broadened. In recent weeks, an expanding number of users who use ad blockers have discovered that they are unable to watch YouTube videos, with a rise in reported cases, as highlighted in an Android Authority post.
Lawton firmly asserts that the “use of ad blockers” contravenes the platform’s terms of service. He further emphasized that “ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube.”
Throughout the year, YouTube has made multiple alterations to its ad policies. In May, the company introduced non-skippable 30-second ads for its TV application. Subsequently, it initiated experiments with extended yet less frequent ad interruptions for television. YouTube appears to be banking on the effectiveness of these extended ad breaks in encouraging more users to opt for its ad-free YouTube Premium subscription. Nonetheless, the recent $2 price increase and the discontinuation of its more affordable Premium Lite plan might alter the attractiveness of this option.