YouTube Trials New Policy to Block Ads for Users of Ad Blockers
YouTube is ramping up its efforts to discourage the use of ad blockers by testing a new policy that will limit video playback for users who employ such tools. The online video giant is currently running a global experiment that encourages viewers using ad blockers to either allow ads on its platform or try YouTube Premium.
This move came into light when users started receiving a new prompt warning them of disrupted video playback if YouTube detects repeated use of ad-blocking tools. According to the policy, viewers who do not turn off their ad blockers will only be able to watch three videos before their playback is cut off. “Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers,” said Google spokesperson Oluwa Falodun. He added that YouTube users would receive several notifications urging them to stop using ad-blocking tools, or alternatively, subscribe to YouTube Premium before their viewing is disrupted.
YouTube justifies this hard stance by emphasizing that ad spots are essential for creators to be compensated for their content and to keep the platform free. “YouTube’s ad-supported model supports a diverse ecosystem of creators and provides billions of people globally access to content for free with ads,” the company stated in a press release.
In recent years, YouTube has tested its users’ patience by experimenting with a heavier ad load. As part of its experiments, the company served up to 10 unskippable clips within a single ad break last September and announced that 30-second ads were coming to TV platforms in May. YouTube Premium, priced at $11.99 per month or $119.99 annually, removes ads from the service and offers additional benefits like offline downloads and YouTube Music Premium. As of last November, the company reported more than 80 million combined subscribers for YouTube Premium and YouTube Music, indicating a strategic interest in driving more users toward its subscription service.
The company is also making it clear that the use of ad blockers violates YouTube’s Terms of Service. The aim is to make it easier for viewers to allow ads on YouTube or opt for an ad-free experience with YouTube Premium.
