YouTube to Restrict Video Access for Ad-Block Users: A Push for Premium Subscriptions

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YouTube to start disabling videos if it detects an ad blocker – but will first ask to turn it off The world’s largest video hosting service, YouTube, is ready to limit access to the service for users who use ad blockers. The company has officially confirmed to the media that it is “conducting a small global experiment” in which users with such software should disable it when using YouTube – or try YouTube Premium.

The statement followed after some users began to see new warnings that video playback may be disabled if YouTube registers multiple uses of ad blockers. Earlier, information appeared on the Internet that it was about watching no more than three videos with an active blocker. As reported in Google, the idea of recognizing ad blockers is not new, and other content publishers regularly ask viewers to disable the corresponding software. Before the viewing is blocked, YouTube will repeatedly ask users not to use such tools or subscribe to YouTube Premium.

As the company’s representatives told in a letter to The Verge, YouTube takes the issue very seriously and will disable playback only in cases where users repeatedly ignore requests. In cases where they are mistakenly disconnected for suspected use of blockers, users will be able to challenge the decision by following a special link. The new measures indicate that YouTube is tightening its policy against users of ad blockers, stating that all ad impressions are critical for content authors, who receive part of their profits from them, as well as for the platform itself, as it allows it to remain free for billions of viewers.

Previously, the service repeatedly tested the patience of users, experimenting with increasing the amount of advertising in the videos shown. Last September, the company tried to implement numerous ad breaks in videos without the possibility of skipping, and in May announced the appearance of a long 30-second ad in videos for TV platforms.

As is known, a subscription to YouTube Premium allows you to get rid of advertising, additionally allowing, for example, downloading videos for offline viewing. The subscription costs $11.99 per month or $119.99 per year in the US. Last November, the company announced that the services of YouTube Premium and YouTube Music together have 80 million subscribers. In other words, it is interested in viewers and listeners moving from free services to options with monthly payment.

YouTube warns that the use of blockers violates the terms of service, and it is easier to view ads on a common basis or try YouTube Premium. However, after the sanctions were introduced, video viewing in Russia is completely free of advertising. However, the opportunity to monetize content has disappeared.

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Vasyl Kolomiiets
Vasyl Kolomiiets
I'm Vasyl Kolomiiets, a seasoned tech journalist regularly contributing to global publications. Having a profound background in information technologies, I seamlessly blended my technical expertise with my passion for writing, venturing into technology journalism. I've covered a wide range of topics including cutting-edge developments and their impacts on society, contributing to leading tech platforms.

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