YouTube starts global crackdown on ad blockers, urging users to allow ads or subscribe to YouTube Premium

YouTube is a popular online destination for watching videos, listening to music, and following your favorite producers. All users may use the ad-supported version of the video sharing and streaming site for free. However, if you want to avoid commercials and view videos on YouTube without interruption, you must subscribe to YouTube Premium. To continue watching YouTube without commercials, many users elected not to pay for a subscription and instead used free yet powerful ad-blockers. This appears to be coming to a close. While YouTube had already began experimenting with ad blockers, it has now initiated "a global effort" to crack down on ad blocking extensions, forcing users to subscribe to YouTube Premium or enable adverts on the site.

 

According to The Verge, YouTube is stepping up its attempts to make ad blockers useless on its site. YouTube communications manager Christopher Lawton told the outlet that the firm has undertaken "a global effort" to get viewers to enable advertisements or subscribe to YouTube Premium.

"Ad blockers violate YouTube's Terms of Service." We've launched a global campaign to encourage viewers who use ad blockers to accept commercials on YouTube or subscribe to YouTube Premium for an ad-free experience. "Ads support a diverse ecosystem of creators worldwide and enable billions of people to access their favorite content on YouTube," according to the platform's official statement.

 

YouTube is now limiting video playback for those who have ad block addons activated. When attempting to view a video on the site, users will now see a warning from YouTube reporting ad blockers. "Video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled," according to the warning. The message also gives viewers the choice of allowing advertisements or trying out YouTube Premium.

YouTube revealed in June that it was testing a three-strike policy for those who use ad blockers on its platform. YouTube has previously stated that it was doing a "small experiment" on a worldwide scale to urge viewers to either enable advertisements or subscribe to its ad-free Premium service.

 

At its Brandcast 2023 event in May, YouTube announced the addition of 30-second commercials to YouTube Select on linked TVs. Instead of two 15-second adverts, consumers in the United States will get a single unskippable 30-second advertisement.

The site has also been observed attempting video blocking for users who have ad blockers activated. Its efforts appear to have extended, as most users with ad blockers activated are unable to play videos on the platform.

 

In India, a 12-month subscription to YouTube Premium costs Rs. 1,290, while a three-month subscription costs Rs. 399. A one-month pre-paid plan costs Rs. 139, while a monthly recurring membership to YouTube Premium costs Rs. 129 following a one-month free trial.