YouTube is testing a feature in which users using ad blockers will be able to watch only three videos before the app stops working.
In brief
A YouTube spokesperson said, “We’re running a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium.
Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers.”
Reasoning
Like many other businesses the company is undergoing a decline in ad revenues.
In order to keep the website free for its billions of users worldwide, it is encouraging users to either allow ads or to subscribe to its premium subscription to enjoy an ad-free experience.
What will happen
It said that ‘ad blockers violate YouTube’s Terms of Service’ and that users will receive ‘repeated notifications’ asking them to allow ads on the platform.
“In extreme cases, where viewers continue their use of ad blockers, playback will be temporarily disabled,” the company said.
The notification states, “Video player will be blocked after 3 videos – It looks like you may be using an ad blocker. Video playback will be blocked unless YouTube is allowed or the ad blocker is disabled.”
“In cases when viewers feel they have been falsely flagged as using an ad blocker, they can share this feedback by clicking on the link in the prompt,” the spokesperson stated.
Early experiments
In September 2022, YouTube experimented with up to 10 unskippable clicks within a single break ad.
Then this May it announced that 30-second ads were coming to TV platforms as well, much to the ire of its users.
YouTube Premium
The company is pushing users to subscribe to YouTube Premium if they want to avoid ads interrupting their viewing experience.
“We want to inform viewers that ad blockers violate YouTube’s Terms of Service, and make it easier for them to allow ads on YouTube or try YouTube Premium for an ad free experience,” the company said to The Verge.
In India, YouTube Premium plan is priced at ₹129 onwards.
