YouTube is making video playback significantly more difficult for users who have their browser set to prevent advertisements.
The Verge has received confirmation from the company that it is currently conducting a global experiment to encourage viewers using ad blockers on YouTube to either enable ads or consider subscribing to YouTube Premium.
YouTube Implements Warning Prompt for Ad Blocker Users
This statement follows the discovery of a new warning prompt that notifies users that video playback may be interrupted if YouTube detects repeated use of ad-blocking tools. Tests reported by Android Authority revealed that viewers with active ad blockers were restricted to watching only three videos.
In an email to The Verge, Google spokesperson Oluwa Falodun stated that ad blocker detection is not a new practice, and many other publishers also request viewers to disable ad blockers. YouTube asserts that users will receive multiple notifications urging them to stop using ad-blocking tools or, as an alternative, subscribe to YouTube Premium before experiencing any disruption in their viewing.
These measures indicate that YouTube is adopting a more stringent stance against ad blockers. The company justifies this approach by emphasizing the importance of compensating creators for their content and maintaining a free platform through the utilization of ad placements.
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Balancing Creator Support and Business Interests
According to YouTube’s statement, their ad-supported model sustains a diverse ecosystem of creators and provides free access to content for billions of people globally.
In recent years, YouTube has tested its users’ patience by experimenting with heavier ad loads.
In September of the previous year, the company conducted an experiment where up to 10 unskippable clips were presented within a single ad break. In May, YouTube announced the introduction of 30-second ads on TV platforms.
YouTube Premium offers an ad-free experience on the platform and includes additional benefits such as offline downloads and access to YouTube Music Premium. The subscription is priced at $11.99 per month or $119.99 per year. In November, the company announced that it had surpassed 80 million combined subscribers for YouTube Premium and YouTube Music.
While the protection of creators’ earnings is presented as a charitable motive, the company also has a vested interest in directing more individuals toward its monthly subscription service.
The company stated in its email that it aims to inform viewers that the use of ad blockers violates YouTube’s Terms of Service and intends to make it easier for them to enable ads on YouTube or try out YouTube Premium for an ad-free experience.
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