- YouTube has intensified it’s efforts against ad blockers to protect advertising revenue
- Users will have to allow ads play or consider YouTube Premium subscription
- The platform has emphasized that ad blockers violate its terms of service
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YouTube has announced an extensive initiative to combat the usage of ad blockers on its platform in an effort to safeguard its advertising revenue.
This global endeavor encourages users to either enable ads or consider subscribing to YouTube Premium, as stated by Christopher Lawton, the communications manager for YouTube.
When encountering YouTube’s ad blocker prevention, users may receive a notice informing them that
“video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled.”
The notice also includes a prompt encouraging users to allow ads or explore the benefits of YouTube Premium.
Although some users may receive prompts regarding YouTube’s stance on ad blockers while still being able to watch videos, there is an increasing number of cases where YouTube fully blocks users with ad blockers.
This expansion of efforts to deter ad blockers comes after YouTube initially disabled videos for users with ad blockers in June, which was described as a “small experiment globally” at that time.
In recent weeks, more users with ad blockers have reported being unable to access YouTube content, with Android Authority highlighting this growing trend.
Lawton in an article on the verge, emphasizes that the use of ad blockers goes against the platform’s terms of service, underlining that ads play a crucial role in supporting a diverse community of creators worldwide and granting access to content for billions of users on YouTube.
Throughout the year, YouTube has made various alterations to its ad strategies.
This includes the introduction of unskippable 30-second ads on its TV app and experimenting with longer but less frequent ad breaks on television.
YouTube is seemingly aiming to drive more users to opt for its ad-free YouTube Premium subscription. However, a $2 price increase and the discontinuation of its more affordable Premium Lite plan might influence users’ decisions in this regard.
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