YouTube, owned by Google, has intensified its global efforts to crack down on users who use ad blockers on its platform.
According to Android Authority, more and more YouTube users are seeing a warning message asking them to either disable ad blockers and watch ads, or pay $14 for a YouTube Premium subscription.
In the past few weeks, more users with ad blockers installed have discovered that they are unable to watch YouTube videos.
The company has now launched a global effort to encourage users to either allow ads or try YouTube Premium, which includes YouTube Music.
A company spokesperson told The Verge that using ad blockers violates the platform’s terms of service. Ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube,” the spokesperson said.
In June, YouTube confirmed that it was disabling videos for users with ad blockers. At the time, it was only a “small experiment globally.” In May, YouTube added unskippable 30-second ads to its TV app and later began testing longer but less frequent ad breaks on TV as well.
Last month, the streaming platform announced that it would be discontinuing its lower-cost “Premium Lite” subscription plan after a two-year pilot in select countries.
The company stated that it would no longer offer “Premium Lite” after October 25th.
YouTube’s “Premium Lite” plan, which costs $7.39 per month, was first introduced in select European countries in 2021. It offered ad-free viewing across YouTube’s spectrum of apps and formats, but it did not include other Premium features such as offline downloads, background playback, or any YouTube Music benefits.
The removal came after YouTube Premium raised its individual plan prices for the first time, with the plan now starting at $13.99 per month. Family plans were also raised to $22.99 per month late last year.
Analysis
YouTube’s crackdown on ad blockers is a sign that the company is taking the issue of ad revenue seriously. Ads are the primary way that YouTube creators are compensated for their work, and YouTube relies on ad revenue to keep its platform free for users.
However, many users are unhappy with YouTube’s decision to crack down on ad blockers. They argue that they are using ad blockers because they are concerned about their privacy and security, and because they find many ads to be annoying.
It is unclear how effective YouTube’s crackdown on ad blockers will be. Some users may simply find ways to circumvent YouTube’s new measures. However, YouTube’s decision to crack down on ad blockers is a sign that the company is committed to protecting its ad revenue and supporting its creators.
