YouTube throws a big wrench into video playback for viewers using ad blockers. The company has confirmed that The edge that it is currently “running a small global experiment urging viewers with ad blocking enabled to allow ads on YouTube or try YouTube Premium.”
The statement comes after some people started noticing a new prompt warning that video playback could be cut short if YouTube detects repeated use of ad-blocking tools. Android Authority previously reported on those tests, which prevent viewers from watching more than three videos when an ad blocker is active.
“The detection of ad blockers is not new and other publishers regularly ask viewers to disable ad blockers,” said Google spokesperson Oluwa Falodun. The edge by email. YouTube insists users receive multiple notifications urging them to stop using the tools – or alternatively subscribe to YouTube Premium – before their viewing is interrupted.
YouTube says viewers will receive multiple warnings before pausing playback
“We take playback disabling very seriously and will only disable playback if viewers ignore repeated requests to allow ads on YouTube,” Falodun emails The edge is reading. “In cases where viewers feel they have been falsely flagged as using an ad blocker, they can share this feedback by clicking the link in the prompt.”
These moves indicate that YouTube is hardening its stance against ad blockers, and it justifies the move by saying all those ad spots are critical for creators to get compensated for their content — and for the platform to remain free. “YouTube’s ad-supported model supports a diverse ecosystem of creators and provides billions of people worldwide with free access to ad-supported content,” the company’s statement said.
YouTube has increasingly tested its users’ patience in recent years by experimenting with heavier ad loads. Last September, the company featured up to 10 unskippable clips within a single ad break in one of its other experiments. And in May, YouTube announced that 30-second ads would be coming to TV platforms.
YouTube Premium removes ads from the service (and includes other benefits such as offline downloads and YouTube Music Premium) for the price of $11.99 per month or $119.99 per year. Last November, the company announced that it passed 80 million combined subscribers on YouTube Premium and YouTube Music. So while protecting creator revenues is a good cause, the company has every interest in driving more people to the recurring monthly subscription.
“We want to tell the viewers that ad blockers violate YouTube’s terms of service and make it easier for them to allow ads on YouTube or try YouTube Premium for an ad-free experience,” the company said in its email to The edge.