Image: Azamat E on Unsplash
YouTube is stepping up its campaign against ad-blocking tools by launching a worldwide initiative that prompts users to disable their ad blockers or consider subscribing to YouTube Premium. Christopher Lawton, a spokesperson for YouTube, has stated that this move aims to support the platform's vast array of content creators by ensuring ads, which are a significant source of revenue, are viewed by users.
Some users who have ad blockers enabled are now encountering a message that reads, "video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled," along with options to enable ads or try out YouTube Premium. While some may still manage to watch videos, others report that YouTube is consistently preventing video playback with ad blockers active.
This crackdown on ad blockers was initially trialed as a "small experiment globally" in June, as per Lawton's earlier comments. However, the initiative has since gained momentum, with an uptick in users reporting blocked access to videos when using ad blockers, a trend noted by Android Authority among others.
Screenshot: Jay Peters - The Verge
Lawton reiterates that the use of ad blockers contravenes YouTube's terms of service, emphasizing that ad revenue is crucial for sustaining the diverse community of creators on the platform and providing billions of users with free access to their preferred content.
In 2023, YouTube has implemented several changes to its advertising approach. This includes the introduction of mandatory 30-second advertisements on its TV app in May and subsequent tests involving longer but less frequent ad interruptions. These changes seem to be part of a strategy to nudge users towards YouTube Premium, although recent developments like a price increase and the cancellation of the more affordable Premium Lite plan might diminish the appeal of the subscription service.
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