NEWS  Apps  November 1, 2023  Reading time: 2 Minute(s)

Max (RS editor)

In an escalating battle against ad blockers, YouTube has launched a worldwide initiative to encourage users to allow advertisements or opt for YouTube Premium. This move comes after the platform had initially described its efforts as a "small experiment" in June, but recent developments show a more concerted effort to combat ad-blocking software.

When encountering YouTube's ad-blocking prevention measures, users may now be greeted with a notice that states, "Video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled." Additionally, the message offers users the option to either permit ads or consider subscribing to YouTube Premium.

While YouTube has previously addressed its stance on ad blockers, users could still access content with minimal disruptions. However, reports from users, suggest that YouTube now more consistently blocks content for those with ad blockers installed.

YouTube's Chief Product Officer, Neal Lawton, emphasized that the use of ad blockers is a violation of the platform's terms of service. He added that ads play a crucial role in supporting a diverse ecosystem of creators and enable billions to access their favorite content on YouTube.

This year, YouTube has implemented several changes in how ads function on its platform. In May, the company introduced unskippable 30-second ads to its TV app. Subsequently, YouTube began experimenting with longer, albeit less frequent, ad breaks on television. The platform's strategy appears to be aimed at encouraging more users to subscribe to its ad-free YouTube Premium service.

However, YouTube's recent decision to increase the price of YouTube Premium by $2 and discontinue its more affordable Premium Lite plan may affect the attractiveness of this ad-free subscription option.

As YouTube intensifies its campaign against ad blockers, the platform's evolving approach to advertisements and premium services will likely have a significant impact on the online streaming experience and the choices available to its users.

(Cover image by natanaelginting on Freepik)