Google-owned YouTube has intensified its stance on blocking ad blockers, as the company has “launched a global effort” to discourage users from using ad-blockers on the platform.
YouTube Is Now Cracking Down On Ad Blockers Globally
YouTube’s Communications Manager, Christopher Lawton, in a statement to The Verge, has confirmed that the “use of ad blockers” violates the video streaming platform’s Terms of Service. He also added that ads are essential to support creators and offer free access to content for billions of users.
“We’ve launched a global effort to urge viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium for an ad free experience. Ads support a diverse ecosystem of creators globally and allow billions to access their favourite content on YouTube,” Lawton told The Verge.
For those unaware, back in June, YouTube confirmed that it was disabling videos for users with ad blockers and added that it was running “a small experiment globally” at the time.
However, the video streaming platform has now extended this ad blocking crackdown globally, and multiple users have reported being unable to watch YouTube videos with ad blockers enabled.
YouTube emphasizes ads are an essential part of how the website and creators earn revenue and is asking users to either buy a YouTube Premium subscription or allow ads.
If you are using free YouTube with Ad blockers, you will be greeted with a warning image that reads, ‘Ad Blockers violate YouTube’s Terms of Service.’
The warning in the image says, “Video player will be blocked after 3 videos. It looks like you may be using an ad blocker. Video playback will be blocked unless YouTube is allowlisted or the ad blocker is disabled. Ads allow YouTube to stay free for billions of users worldwide.”
The message then urges users to go ad-free by purchasing the YouTube Premium subscription so that creators can get paid for their content.
Currently, YouTube has a Premium subscription that costs $13.99 per month (or $139.99 annually) in the U.S., a family plan of $22.99 per month that allows up to five members, and a student plan, which is $7.99 per month.
In May this year, YouTube announced that it would be introducing a 30-second unskippable ad for top-performing content, replacing the two consecutive 15-second ads that users encounter on the YouTube app via connected TVs.
Also, YouTube recently ended the ‘Premium Lite’ subscription plan, which provides ad-free video viewing at a lower cost in select countries, starting October 25, 2023.