In a significant move to deter the use of ad blockers, YouTube is intensifying its measures. This comes as the platform encourages users to either view ads as intended or switch to the subscription-based YouTube Premium for an ad-free experience. Christopher Lawton, YouTube’s communications manager, shared the company’s stand in a recent statement to The Verge.
Users leveraging ad blockers might encounter a notice that reads, “Video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled.” While this notice provides an option to allow ads or explore YouTube Premium, some users have experienced outright blocking of video playback. The Verge noted that one of their team members has been consistently barred from watching videos due to their ad blocker.
This isn’t the first time YouTube has tinkered with restricting videos for users with ad blockers. In June, the platform confirmed a similar move, which Christopher Lawton then described as a “small experiment globally.” However, recent weeks have seen a heightened number of users complaining about being blocked from viewing content due to their ad blockers, as reported by Android Authority.
Lawton emphasizes that using ad blockers contradicts YouTube’s terms of service. He elaborated on the importance of ads by saying they “support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube.”
YouTube’s latest move to curb ad blockers showcases the platform’s commitment to its advertising model, which forms a significant revenue source. This step might come as an inconvenience for many users, but from YouTube’s perspective, it helps ensure that creators get compensated for their work, and the platform remains accessible to billions for free. The overarching message is clear: if you enjoy content for free, you might have to bear with ads, or else opt for a subscription-based model.